Hasbro is betting on grown-ups again with Blooms by Play-Doh, a new line of modeling compound kits designed for creating display-worthy floral arrangements. The 102-year-old toymaker unveiled the product this week as the latest move in its "aging up" strategy, which aims to lift the average age of its consumer base beyond the traditional children's market.

The company is deploying an army of influencers to seed the launch, a tactical shift from its last adult Play-Doh attempt five years ago that failed to gain traction. That earlier effort petered out quickly, leaving Hasbro to rethink whether the iconic squishy compound could translate into a legitimate hobby category for adults.

Blooms kits guide users through sculpting techniques that produce decorative pieces rather than temporary playthings, positioning the product closer to craft kits than toys. The pivot reflects broader industry pressure as Hasbro and rival Mattel hunt for growth amid declining birth rates and screen-time competition for children's attention.

Success hinges on whether adults will treat Play-Doh as a creative medium rather than a nostalgia purchase. The influencer campaign suggests Hasbro is targeting the #CraftTok and home-decor communities, but the previous flop signals a narrow path to profitability in a category where Lego has already proven adults will pay premium prices for build-and-display sets.