The Gist
Play-Doh reimagined its classic product for adults with Blooms, a new line of flower-making kits, marking its first step into the adult toy market. This move comes as companies like Hasbro tap into the growing trend of 'kidulting', where adults rediscover the joy of play.
How It Worked
Hasbro identified an opportunity to cater to adults by developing Blooms, which features realistic flower-making tools and a unique branding strategy. The design team focused on creating a user-friendly experience, using purpose-built tools like mini rolling pins and extruder systems to minimize the intimidation factor. They ensured that Blooms could easily transition from being a simple craft to a display piece, appealing to adults' desire for creative yet sophisticated activities.
Results
Since launching Blooms, Hasbro experienced a 14% revenue increase in 2025, fueled by adult consumers who now make up over 60% of its audience. This shift has helped the company tap into a segment that previously went overlooked, with adult toy sales growing significantly since 2020.
Why It Matters for You
If you're looking to innovate in your own business, consider how you can adapt existing products to appeal to a new audience. Focus on user-friendly design and rethink branding strategies to eliminate stigma and attract adult consumers. The success of Blooms shows that nostalgia combined with modern sensibilities can create new markets and boost sales significantly.
