Hasbro has launched Blooms by Play-Doh – a Play-Doh line designed specifically for adults.

A collaboration between invention studio IDEO and the Play-Doh team at Hasbro, Blooms reimagines the Play-Doh experience as ‘an elevated way to craft realistic floral arrangements’.

“The Play-Doh brand has always been about the limitless possibilities of imagination – that feeling doesn’t fade as you grow up, it evolves,” said Brian Baker, Senior Vice President, Play-Doh at Hasbro.

“Blooms by Play-Doh serves that need, offering a more elevated, hands-on way to slow down, get lost in the process and create something beautiful you can enjoy long after you’ve made it.”

Each Blooms by Play-Doh kit guides users through creating lifelike flowers, from shaping individual petals to arranging a finished bouquet. Once complete, creations can be preserved and displayed. A key innovation is the inclusion of a specially formulated finishing spray, which helps maintain the structure of the flowers over time so arrangements can be enjoyed for months.

Starting at $24.99, Blooms by Play-Doh kits in a range of sizes and styles are now available at Amazon, Target and Walmart. Select items from the line will also be live on TikTok Shop on July 16th, marking the Play-Doh brand’s first product debut on the platform.

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The Dutch have a saying: “Achter de wolken schijnt de zon.” Roughly speaking, it means “Behind the clouds, the sun is shining.” Which certainly proved to be the case for Cincinnati-based soap manufacturer Noah McVicker back in 1956…

Now, you may already know the name Noah McVicker. He’s widely acknowledged as the inventor of Play-Doh. In fact, though, Noah invented his pliable putty in the 1930s for just one reason… To help people dab soot off their wallpaper! Simply called Wall Cleaner, this idea did pretty well for Kutol Products, founded in 1912.

By the 1950s, though, many American homes had cleaner fuels and vinyl-based wallpaper. As a result, Kutol Wall Cleaner became an uncherished memory… Discontinued and not much missed! Indeed, Kutol itself soon teetered on the edge of bankruptcy. To help turn things around, Noah brought on board his nephew – Joseph McVicker. And this is where we meet the real hero of the story: Joseph’s sister-in- law, Kathryn ‘Kay’ Schwindt Zufall. As a nursery-school teacher, Kay read a magazine article on how teachers were using the putty as a craft toy. Curious, Kay took a tin to work and watched her class fashion the product into decorations. She then told her extended family about this extraordinary repurposing…

So while there’s no doubt that Noah invented the original compound, selling it as a toy was Kay’s idea. What’s more, it was Kay and her husband that suggested calling the new toy ‘Play-Doh’. Both Noah and Joe greatly preferred the name Kutol’s Rainbow Modeling Compound. Fortunately, the better name won out when Noah and Joe founded Rainbow Crafts Incorporated in 1956.

They began selling gallon-sized cans of Play-Doh to schools in blue, red and yellow. And so it was that the McVickers began to see the sun behind the clouds… Soon after that, the team invited TV personality Bob Keeshan to use Play-Doh on his show in exchange for a 2% take of the sales. Keeshan – better known as Captain Kangaroo – featured the product up to three times a week. This marketing masterstroke put Play-Doh on the map… And it’s really never been off the map since.

MOMENTS THAT SHAPED PLAY-DOH

1956
An Imagination Icon is Born
A happy accident changes play forever when a wallpaper cleaner becomes a tool for creative exploration. A new era of hands-on creativity is born.

1960
The Fun Factory Launches a Movement
The Fun Factory, Play-Doh’s first playset, redefines what it means to create something from your imagination. The extruder’s colourful ribbons and shapes create an experience… Not just a compound.

1979
Doctor Drill ‘n’ Fill Becomes a Playtime Classic
A playful twist on dentistry, Doctor Drill ‘n’ Fill merges design ingenuity and tactile fun. Decades on, it remains one of the brand’s most iconic playsets.

1986
The Yellow Can Becomes an Icon
With its bright hue and bold typography, the yellow Play- Doh can instantly becomes a design classic. Beyond packaging, it represents optimism, creativity and the joyful chaos of play…

1998
Hall of Fame Induction
Play-Doh is enshrined in the National Toy Hall of Fame! This isn’t just recognition of its nostalgic value… It’s also an acknowledgment of the brand’s impact.

2024
Confirming the Power of Imagination
The brand’s Imagination Research Initiative study shows how creative, tactile play helps children develop problem-solving, emotional expression and confidence.

2025 – 2026
Imagination in Motion
In 2025, Play-Doh expands through impactful licensing. Partnerships include a Disney Junior line for young children. Meanwhile, Play-Doh Barbie sets let older kids design imaginative fashions.

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Horizon Group USA has partnered with Hasbro for a line of Play-Doh compound collaborations with NERF, Candy Land, Koosh and Lite-Brite.

Play-Doh Fizzie Compound NERF Edition holds an orange-scented crunchy Fizzie compound and comes with mini NERF darts that can be mixed in, while Play-Doh Butter Compound Candy Land Edition boasts a four-colour Butter with a bubblegum scent – and comes with sweets from the Candy Land board game to be mixed in.

Elsewhere, the Play-Doh Super Stretch Compound Lite-Brite Edition features a blue Super Stretch compound that smells like blue raspberry and glows in the dark. It comes with mini neon Lite-Brite pegs that can be added to the mix.

Finally, the Play-Doh Super Stretch Compound Koosh Edition smells like sweet cotton candy and comes with mini neon Koosh balls that can be mixed in to create ‘bouncy pops of movement with every stretch, squish, and pull’.

The full range is available from Fall 2026.

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Hasbro has shed light on upcoming launches for Play-Doh this year.

The Play-Doh Super Sizzlin’ Kitchen Playset features real cooking sounds activated by the interactive cookware. Kids can fry up a pretend burger on the skillet to hear sizzling sounds or throw some pasta into the pot to hear bubbly boiling sounds. The removable deluxe pasta maker comes with four attachments to make different varieties of pasta.

Elsewhere, the Wok and Wonton Playset enables kids to make stir fry, ramen and other creations with accessories like the wok, spatula, noodle tool and dumpling makers. In addition, the Crazy Waffle Cafe Playset lets kids make five different shapes, plus stamps on the bottom for pretend toppings.

Finally, the Play-Doh Stamp and Spin Pizza Playset features a mechanism that sends a pretend crust twirling out of the oven, along with 25 make-believe toppings like Play-Doh cheese, meats, and veggies.

The full line is available from July.

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Hasbro is celebrating Pantone’s 2026 Colour of the Year – Cloud Dancer – with a special Play-Doh collaboration.

Pantone 11-4201 Cloud Dancer is a serene shade designed to ‘reduce noise, restore balance and create space to simply be’.

The Play-Doh x Pantone 11-4201 Cloud Dancer is a creative play tool celebrating Play-Doh’s 70th anniversary that ’embodies the limitless creative possibilities of a blank canvas’.

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Hasbro has teamed up with mobile game developer Scary Beasties to launch Play-Doh World on Apple Arcade.

Play-Doh World gives players the opportunity to create Play-Doh characters and animals, before watching them come to life. They can also customise characters’ clothes, style their hair at the Play-Doh hair salon and keep them happy with pizza, puzzles and mini games.

The more players interact with Play‑Doh World, the more new content and rewards they’ll unlock.

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Jennifer, it’s great to connect. You are the Design Manager for Play-Doh and Creative Play at Hasbro, and we’re here today to delve into Hasbro’s new Play-Doh Barbie range. For anyone yet to see the line, talk us through how you’ve brought Play-Doh and Barbie together.
The power of imagination is the heart of the Play-Doh brand and our mission is to encourage kids to use their creativity to harness imagination as a superpower. With this new licensing collaboration between Play-Doh and Barbie, we set out to bring together the best of both brands: Play-Doh’s hands-on imaginative play and the Barbie brand’s limitless storytelling possibilities.

These values come to life in the Play-Doh Barbie Designer Dolls, which give kids the chance to step into the role of a fashion designer in a completely unique way by using Play-Doh compound and creative tools to shape and style their own Barbie doll looks. Barbie has always been a canvas for storytelling – whether she’s an astronaut, a doctor or a rock star. With Play-Doh, that storytelling becomes even more interactive, as kids can mold, mix and create outfits that transform their Barbie doll again and again.

It’s the perfect fusion of two iconic brands, giving kids endless ways to dream up new adventures and express their creativity through play.

Did it take some time to crack how these two brands ‘made sense’ together, or was it pretty intuitive?
This project has been so fun to work on. It is definitely an example of the power of a great idea being championed by Hasbro and seeing its way to consumers at the right time and with the perfect licensing collaborator.

We are always exploring new ways to harness the power of Play-Doh compound in new play patterns and experiences. The fashion platform was the vision of a very talented designer who saw the possibilities and the Play-Doh team instantly saw the potential. We have spent a lot of time testing and refining the play with consumers – seeing kids interact with this play pattern has been so informative and inspiring.

Collaborating with Mattel and the Barbie team has also been a dream; we were excited to make this the amazing co-branded experience that we knew it could be. We have worked seamlessly to make sure that every aspect of this play experience celebrates the uniqueness of both brands. Throughout this process, we have learned a great deal about the Barbie brand. I can’t say enough good things. It has been a joy!

Lovely! And as you say, bringing Play-Doh to doll play feels very natural. What is it about the brand, and the compound itself, that enables it to suit other categories of play so neatly?
We really are serious when we say Play-Doh has limitless possibilities. The ability to mold, shape and squish the Play-Doh compound is unique and compelling to all ages. Transformation is huge for us. That moment of wonder when the Play-Doh compound changes from a squishy ball into something magical really ignites the imagination.

This line has a lot of fun innovation that captures the possibilities of Play-Doh compound. For instance, the fashion-making tools in the Play-Doh Barbie collection include a ruffle maker that transforms the Play-Doh compound into elegant, undulating ruffles and precise pleat accents.

We also love our new Play-Doh Pattern Sheets, which are flat sheets of patterned Play-Doh compound. This new format really lends itself to fashion play and inspires kids’ creativity. There are so many fashion tools in the collection that allow you to create fashion details and design your way.

We also find that Play-Doh compound is forgiving. People are not afraid to make mistakes because they know they can redo it and start again. The sensory aspect is very inviting and encourages imagination without barriers.

Terrific. Now, LinkedIn tells me you’ve been with Hasbro for 16 years. What is it about the company that has kept you happily there for such an impressive stretch of time?
We are all fortunate to work in an industry with so many possibilities. The creative culture and talented people I work with every day, both at Hasbro and our many partners, keep me inspired and energised. I have been provided the opportunity to work on many different brands and types of projects, which keeps things new and challenges me to learn and stretch my skills and ways of thinking.

We are always learning new things from kids, families and fans, which keeps our team looking forward to what could be next. Part of what drives me is working collaboratively with teams to overcome challenges and create new possibilities. That never gets old for me.

And what fuels your creativity? What helps you have ideas?
Oh wow, so many things. People, for one. I am endlessly impressed with how people think, envision ideas and generally create goodness in the world. I get inspiration from travel, music, art and science. Personally, nature is very important to me. Getting outside for a hike or out on the water energises me. I need to move my body and engage my senses. I enjoy being surrounded by the natural environment and all its sensory things. It gives me time away from a screen and to really make sense of things. It gives me time to create synergies and put pieces together. Most of all… Staying curious!

What set you a path into toy design? Was it always on the cards?
Oh, interesting… Perhaps! I definitely gravitated to the field of design when I was very young. I grew up in a very playful household and that likely informed my design sensibilities. My parents gave us a lot of freedom to be creative, explore and be curious.

I had an affinity for art and loved to draw. I was quite interested in learning how to do things, build things and understand how things worked. I learned how to sew from my grandmothers and mom. I remember getting my own kid sewing machine when I was five or six, which I thought was so cool. I followed my dad around watching him do carpentry work, fix cars and do electrical work. I basically handed him tools – and was likely in his way a lot! – but was watching and learning. I was fortunate to have so many makers to learn from and support my interest and curiosity.

And I think my first mini design firm was my brothers and me. We championed each other’s creations and helped make them. There were many ziplines for action figures, gadgets and multi-level LEGO cities that covered the floor. We sewed, customised our shoes and might have painted a wall or two… Exploring outside was huge too. We built tracks, bike ramps and had a very cool tire swing.

Sounds perfect! And did anything in particular push you to think of design as a career?
My kindergarten teacher and her husband lived across the street from me. He was a graphic designer and shared a lot of his work with me. He gave me his old art books and Communication Arts magazines. He showed me his layout art – all hand lettered text and illustration on thin vellum mounted on board. It was so cool. He was a true talent and class act. He told me about going to art school and it was my first exposure to design as a career.

Amazing. Thanks again Jennifer, and congrats on the Play-Doh Barbie line.

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Hasbro has debuted a Play-Doh Barbie collection – the latest launch to come out of the company’s licensing collaboration with Mattel.

The range spans an assortment of dolls with special fashion-making tools that allow kids to craft ‘Doh-ified’ fashions. It was inspired by consumer trends on social media that saw kids pairing Play-Doh with Barbie dolls.

The Play-Doh Barbie Designer Fashion Show Playset features a 2-in-1 runway and design studio playset, fashion-making tools like the ruffle maker and faux fur roller, and Play-Doh Pattern sheets.

The Play-Doh Barbie Designer Dolls Assortment features four different playsets, each complete with a doll and special fashion-making tools, while the Play-Doh Barbie Designer Pattern Packs Assortment offers a new Play-Doh format with floral, gem, pearl, and bow patterns.

“It’s the Play-Doh brand’s mission to elevate the value of imagination, and fashion is a natural manifestation of that creativity and self-expression,” said Tim Kilpin, President, Toys, Games, Licensing & Entertainment for Hasbro, Inc.

“By collaborating with an iconically stylish brand like Barbie, we’re creating new ways for Play-Doh kids to bring their own imaginations to life through fashion and Play-Doh.”

Lisa McKnight, Chief Brand Officer and Executive Vice President at Mattel, added: “Barbie has a 65+ year legacy of being the ultimate style icon and serving as a canvas for creative expression and fashion play.

“We are so excited about our new collaboration with Play-Doh, translating this heritage into a unique play experience for children, combining the best of fashion play with arts and crafts.”

Hasbro’s Play-Doh Barbie line will launch in Target stores and online in June, and will be available at most retailers in August 2025.

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Hasbro has launched its Play-Doh Pizza Delivery Scooter.

As well as being a kid-powered ride-on scooter, the new launch is a Play-Doh pizza playset toy too. The stamp and spin action in the toy oven at the back of the scooter allows kids to make pretend pizza creations.

Children can also use the cell phone to take an order, box it up and put them in the slot on the side of the scooter for delivery – before sounding the horn when it arrives!

The Play-Doh Pizza Delivery Scooter comes with 10 modelling compound colours and 16 pretend accessories to create and share Play-Doh pizzas, pretend ice cream treats and more.

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Creative Craft Group has launched a Play-Doh art and activity range.

The collection spans coloured pencils, felt tip pens, crayons, gel pens, acrylic paint and several activity sets.

“Collaborating with such a knowledgeable and market-leading partner like Play-Doh is a boost to our creativity,” said Erik van Erp, CEO of Creative Craft Group.

“Play-Doh is a household name and a must-have for retailers. We are pleased to expand the brand presence into the adjacent colouring and crafting categories.”

Ivonne Brancart, Studio Manager at Creative Craft Group, added: “The range was well received during the Spielwarenmesse in Nurnberg, and we are pleased to collaborate with Wildbrain CPLG and Hasbro to bring this range to life.”
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