Hasbro launches Play-Doh Barbie playset with Mattel
Hasbro announced the launch of a new PLAY-DOH Barbie collection from Hasbro’s new licensing collaboration with Mattel. This unique line includes an assortment of dolls with special fashion-making tools that encourage kids to bring out their inner fashionista and create whatever DOH-ified fashions they can imagine. The PLAY-DOH Barbie line will be sold by Hasbro, launching in Target stores and online in June 2025, and will be available at most retailers in August 2025. You can download assets HERE.
Elevating the value of imagination
“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.”
Inspired by consumer trends on social media
The PLAY-DOH Barbie collection was inspired by massive consumer trends on social media of pairing PLAY-DOH compound with Barbie dolls, sparking the limitless creative possibilities of designing styles through an arts and crafts lens. This licensing collaboration between two iconic brands in their respective toy categories, PLAY-DOH and Barbie, gives consumers a branded experience that unleashes this imaginative potential so kids can dream up and design fun and stylish looks for their Barbie doll with PLAY-DOH compound and tools.