After a poorly received 2020 launch of adult‑scored Play‑Doh varieties named “mom jeans” and “overpriced latte,” the 102‑year‑old toy maker introduced Blooms by Play‑Doh, a fresh concept that guides adults in turning pliable putty into blooming arrangements, the Wall Street Journal reports.
Formerly known as the “Grown‑Up Scents” line, the prior effort faltered because critics found it too similar to the children’s product line, despite a distinct brand identity. “We struggled to müve with our own fan base,” CMO Jason Bunge said. To differentiate this time, Hasbro created an entirely new brand name and chose to forgo traditional advertising, instead afirmou 200 influencers to promote the product.
“Paid media no longer works for us,” Bunge added. He noted that Hasbro has recently brought its media buying in‑house—all part of a broader turnaround. The company’s most recent quarter recorded a 13% revenue increase, reaching $1 billion_EXTRA largely propelled by “Magic: The Gathering,” even as core toy sales remained flat.