Hasbro Launches Imaginative PLAY-DOH Barbie Playsets in Licensing Collaboration with Mattel
Hasbro (NASDAQ: HAS) and Mattel (NASDAQ: MAT) have announced a new licensing collaboration launching the PLAY-DOH Barbie collection. The product line will debut at Target stores and online in June 2025, followed by wider retail availability in August 2025.
The collection features the PLAY-DOH Barbie Designer Fashion Show Playset, a 2-in-1 runway and design studio with fashion-making tools like ruffle makers and faux fur rollers. The line includes four different playsets in the Designer Dolls Assortment and Designer Pattern Packs with floral, gem, pearl, and bow patterns.
This collaboration was inspired by social media trends combining PLAY-DOH with Barbie dolls. The partnership brings together PLAY-DOH, the #1 reusable modeling compound sold in over 80 countries, with Barbie's 65+ year legacy as a style icon.
Hasbro (NASDAQ: HAS) e Mattel (NASDAQ: MAT) hanno annunciato una nuova collaborazione di licenza per il lancio della collezione PLAY-DOH Barbie. La linea di prodotti debutterà nei negozi Target e online a giugno 2025, seguita da una disponibilità più ampia nei negozi a partire da agosto 2025.
La collezione comprende il PLAY-DOH Barbie Designer Fashion Show Playset, un set di gioco 2-in-1 che funge da passerella e studio di design con strumenti per la creazione di moda come i ruffle makers e i rulli in pelliccia sintetica. La linea include quattro diversi playset nella Designer Dolls Assortment e Designer Pattern Packs con motivi floreali, gemme, perle e fiocchi.
Questa collaborazione è stata ispirata dalle tendenze sui social media che combinano PLAY-DOH con le bambole Barbie. La partnership unisce PLAY-DOH, il composto modellabile riutilizzabile n. 1 venduto in oltre 80 paesi, con il patrimonio di oltre 65 anni di Barbie come icona di stile.
Hasbro (NASDAQ: HAS) y Mattel (NASDAQ: MAT) han anunciado una nueva colaboración de licencia para el lanzamiento de la colección PLAY-DOH Barbie. La línea de productos debutará en las tiendas Target y en línea en junio de 2025, seguida de una disponibilidad más amplia en agosto de 2025.
La colección presenta el PLAY-DOH Barbie Designer Fashion Show Playset, un set de juego 2 en 1 que funciona como pasarela y estudio de diseño con herramientas para hacer moda como los ruffle makers y los rodillos de pelaje sintético. La línea incluye cuatro diferentes sets de juego en la Designer Dolls Assortment y Designer Pattern Packs con patrones florales, gemas, perlas y lazos.
Esta colaboración fue inspirada por tendencias en redes sociales que combinan PLAY-DOH con muñecas Barbie. La asociación une a PLAY-DOH, el compuesto moldeable reutilizable número 1 vendido en más de 80 países, con el legado de más de 65 años de Barbie como ícono de estilo.
해즈브로 (NASDAQ: HAS)와 매텔 (NASDAQ: MAT)이 PLAY-DOH 바비 컬렉션을 출시하는 새로운 라이선스 협업을 발표했습니다. 이 제품 라인은 2025년 6월 타겟 매장과 온라인에서 첫선을 보이며, 2025년 8월부터는 더 넓은 소매점에서도 구매할 수 있습니다.
이 컬렉션은 패션 제작 도구인 러플 메이커와 인조 모피 롤러가 포함된 2-in-1 런웨이 및 디자인 스튜디오인 PLAY-DOH 바비 디자이너 패션쇼 플레이세트를 특징으로 합니다. 이 라인에는 디자이너 인형 모음과 플로럴, 보석, 진주, 리본 패턴이 포함된 디자이너 패턴 팩의 네 가지 다른 플레이세트가 포함되어 있습니다.
이 협업은 PLAY-DOH와 바비 인형을 결합한 소셜 미디어 트렌드에서 영감을 받았습니다. 이 파트너십은 80개국 이상에서 판매되는 1위 재사용 가능한 모델링 화합물인 PLAY-DOH와 65년 이상의 스타일 아이콘으로서의 바비의 유산을 결합합니다.
Hasbro (NASDAQ: HAS) et Mattel (NASDAQ: MAT) ont annoncé une nouvelle collaboration de licence pour le lancement de la collection PLAY-DOH Barbie. La ligne de produits fera ses débuts dans les magasins Target et en ligne en juin 2025, suivie d'une disponibilité plus large dans le commerce de détail à partir d'août 2025.
La collection comprend le PLAY-DOH Barbie Designer Fashion Show Playset, un ensemble de jeu 2-en-1 qui fait à la fois passerelle et studio de design avec des outils de création de mode tels que des ruffle makers et des rouleaux en fausse fourrure. La ligne inclut quatre ensembles de jeu différents dans l'assortiment de poupées Designer et des packs de motifs Designer avec des motifs floraux, gemmes, perles et nœuds.
Cette collaboration a été inspirée par des tendances sur les réseaux sociaux combinant PLAY-DOH avec des poupées Barbie. Le partenariat réunit PLAY-DOH, le composé de modelage réutilisable n° 1 vendu dans plus de 80 pays, avec l'héritage de plus de 65 ans de Barbie en tant qu'icône de style.
Hasbro (NASDAQ: HAS) und Mattel (NASDAQ: MAT) haben eine neue Lizenzkooperation zur Einführung der PLAY-DOH Barbie-Kollektion angekündigt. Die Produktlinie wird im Juni 2025 in Target-Filialen und online debütieren, gefolgt von einer breiteren Verfügbarkeit im Einzelhandel ab August 2025.
Die Kollektion umfasst das PLAY-DOH Barbie Designer Fashion Show Playset, ein 2-in-1-Laufsteg- und Designstudio mit Modewerkzeugen wie Rüschengestaltern und Kunstfellrollen. Die Linie enthält vier verschiedene Spielsets in der Designer Dolls Assortment und Designer Pattern Packs mit floralen, Edelstein-, Perlen- und Schleifenmustern.
Diese Zusammenarbeit wurde von Social-Media-Trends inspiriert, die PLAY-DOH mit Barbie-Puppen kombinieren. Die Partnerschaft vereint PLAY-DOH, das meistverkaufte wiederverwendbare Modelliermaterial in über 80 Ländern, mit Barbis über 65-jähriger Geschichte als Stil-Ikone.
- New licensing collaboration expands product portfolio
- Strategic partnership combines two leading toy brands
- Planned distribution through major retailers including Target
- Leverages existing social media trends and consumer behavior
- None.
Insights
This strategic collaboration between Hasbro and Mattel represents a masterful market move that addresses multiple business objectives. The partnership cleverly capitalizes on organic social media trends, transforming user-generated content into a formal product line - a strategy that typically reduces marketing costs and ensures pre-existing market demand.
The phased launch approach, beginning with a Target exclusive in June 2025 followed by broader retail distribution in August, is particularly shrewd. This creates an initial scarcity effect while allowing for demand assessment and inventory adjustment before the important holiday shopping season. The timing also aligns perfectly with summer vacation, when parents are seeking creative indoor activities for children.
The product line's structure demonstrates sophisticated market segmentation:
- The premium-positioned Designer Fashion Show Playset serves as the flagship product
- The four-piece Designer Dolls Assortment provides mid-tier entry points
- The Pattern Packs Assortment enables recurring revenue through consumable purchases
This collaboration has significant implications for both companies. For Hasbro, it provides access to Barbie's massive brand equity and fashion play pattern, potentially expanding PLAY-DOH's market beyond traditional creative play. For Mattel, it extends Barbie into the arts and crafts category while maintaining brand relevance through innovative play patterns.
The initiative's success could pave the way for further collaborations between these traditionally competing toy giants, potentially reshaping industry dynamics. The focus on creative expression and fashion design also aligns with current educational trends emphasizing STEAM learning and creative development.
Toy Fair® 2025 Attendees Can Get a First Look at the PLAY-DOH Barbie Product Line at the Javits Center, Hasbro Booth #3435
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PLAY-DOH Barbie Collection (Photo: Business Wire)
PLAY-DOH Kids Can Dream It, Design It...and bring their stylish imaginations to life through PLAY-DOH fashions featuring Barbie dolls, PLAY-DOH compound, special fashion-making tools and molds, new PLAY-DOH Pattern Sheets, and more. The debut PLAY-DOH Barbie collection highlights the PLAY-DOH Barbie Designer Fashion Show Playset, which 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 with chic designs that look just like fabric, except they’re PLAY-DOH compound! Additionally, the PLAY-DOH Barbie Designer Dolls Assortment features four different playsets, each complete with a doll and special fashion-making tools, and the PLAY-DOH Barbie Designer Pattern Packs Assortment offers a new format of PLAY-DOH compound with floral, gem, pearl, and bow patterns. The line is sure to spark imaginations, letting kids make and remake whatever DOH-ified fashions they can dream up.
“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.”
“Barbie has a 65+ year legacy of being the ultimate style icon and serving as a canvas for creative expression and fashion play,” said Lisa McKnight, Chief Brand Officer and Executive Vice President, Mattel. “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.”
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.
Originally developed as a wallpaper cleaner, PLAY-DOH compound is now the #1 reusable modeling compound, sold in more than 80 countries worldwide. As a classic toy that has shaped imaginations for generations, the PLAY-DOH brand aims to provide resources to audiences everywhere to make imagination accessible and fun for all - bringing families together for engaging activities beloved across generations. The PLAY-DOH brand has always been synonymous with imagination, providing kids the creative freedom to express themselves by championing the universal importance of individuality, expression and self-belief.
Since 1959, the Barbie brand’s purpose has been to inspire the limitless potential in every girl. What started out as a revolutionary idea—a doll that inspired girls to explore their limitless possibilities—has grown into a global phenomenon. Sold in over 150 countries, Barbie is the original girl empowerment brand and the most inclusive doll line on the market. From highlighting global role models to having a resume with over 250 careers and counting, Barbie continues to show that you can be anything.
For updates, follow Play-Doh on Instagram, TikTok, Facebook and YouTube and Barbie on Instagram, TikTok, Facebook and YouTube.
About Hasbro
Hasbro is a leading games, IP and toy company whose mission is to create joy and community through the magic of play. With over 100 years of expertise, Hasbro delivers groundbreaking play experiences and reaches over 500 million kids, families and fans around the world, through physical and digital games, video games, toys, licensed consumer products, location-based entertainment, film, TV and more.
Through its franchise-first approach, Hasbro unlocks value from both new and legacy IP, including MAGIC: THE GATHERING, DUNGEONS & DRAGONS, MONOPOLY, HASBRO GAMES, NERF, TRANSFORMERS, PLAY-DOH and PEPPA PIG, as well as premier partner brands. Powered by its portfolio of thousands of iconic marks and a diversified network of partners and subsidiary studios, Hasbro brings fans together wherever they are, from tabletop to screen.
For more than a decade, Hasbro has been consistently recognized for its corporate citizenship, including being named one of the 100 Best Corporate Citizens by 3BL Media, a 2025 JUST Capital Industry Leader, one of the 50 Most Community-Minded Companies in the
About Mattel
Mattel is a leading global toy company and owner of one of the strongest portfolios of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming and digital experiences, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com.
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Press Contacts
Hasbro
Crystal Flynn
Crystal.Flynn@hasbro.com
Mattel
Devin Tucker
Devin.Tucker@mattel.com
Source: Hasbro, Inc.
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