By Allison Watkinson
TLL Reporter
Hasbro and Mattel have launched a collaborative licensing partnership for a line of PLAY-DOH Barbie playsets.
Inspired by a recent social media trend that pairs the two toy brands, the licensed collection will include an assortment of Barbie dolls with tools, molds and stencils that can be used to create new fashions from 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 Mattel VP, Lisa McKnight. “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.”
Set to hit retail in June 2025, the co-branded collection will feature four distinct playsets that each offer different Barbie dolls, PLAY-DOH compounds, pattern sheets, sculpting tools and more.
The debut product is a PLAY-DOH Barbie Designer Fashion Show playset that offers a runway and design studio set, a ruffle maker, a faux fur roller, and pattern sheets with realistic fabric designs.
“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 Hasbro’s president, Tim Kilpin. “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.”
The PLAY-DOH Barbie collection will be distributed by Hasbro through Target’s retail stores and e-commerce website starting in June, followed by a launch at other major retailers in August.
Attendees of the Toy Fair 2025 event can get an exclusive look at the collaborative collection at Hasbro Booth #3435 at the Javits Center.