Hasbro (HAS) is introducing Blooms by Play-Doh, a line of kits letting users turn clay into floral arrangements to be displayed, news outlets reported Thursday.

The arts-and-crafts line is part of an initiative to market to customers 13 years and older, The Wall Street Journal reported, citing Hasbro Chief Marketing Officer Jason Bunge.

To promote it, the company has recruited more than 200 influencers and fans of pottery or floral arrangements and is hosting events at a New York museum, but will avoid paid media, the report said.

Hasbro did not immediately reply to MT Newswires' request for comment.