Get Ready to Relive Your Childhood: Iconic Toy Brand Launches First Adult Collection

The revival of 2000s fashion, the comebacks of classic TV shows and movies like Malcolm and The Devil Wears Prada, and the enduring appeal of nostalgia are more prevalent than ever. The toy industry has caught on to this, especially with the emerging “kidult” trend that targets adults with sophisticated coloring books, paint-by-numbers, expensive LEGO sets, popular Funko Pop! figures, and “book nooks.” In today’s hyper-connected and stressful world, these childhood treasures serve as perfect escapes.

In line with this trend, a familiar icon from our youth has embraced this phenomenon. Could the real stress-reliever of the day be found not in a meditation app, but in the simple, soothing act of kneading some modeling clay? Indeed, Play-Doh has upgraded its classic containers for a new chic and calming collection, aimed at unlocking the creativity of adults.

A legendary toy that has been a part of childhoods for 70 years, modeling clay is making a comeback with a new line called Blooms by Play-Doh. Announced by Hasbro in early July, this is “the first range designed especially for adults.” Gone are the bright yellow plastic containers of our youth; the brand now opts for a more elegant design with kits for crafting complete floral arrangements. Similar to LEGO bouquets, this alternative to fresh flowers is designed to last, advertised to stay fresh for “several months.” While appealing, it remains to be seen if the material truly withstands dust and time.

To make a splash, Hasbro is investing heavily in marketing, forming partnerships with well-known celebrities like American actress Millie Bobby Brown. Unfortunately for French consumers, the Blooms by Play-Doh kits are not yet available for purchase as they have only recently launched in the United States. However, they can still be ordered online through platforms like Amazon US, or from retailers like Target and Walmart, although international shipping fees can be quite steep.

While we wait for potential availability in local stores, if the success in America is any indication, this initiative confirms a significant trend: childhood is no longer a phase we leave behind, but a sanctuary in which “kidults” delight in retreating. It remains to be seen whether the French will succumb to the allure of modeling clay for home décor.