DIY Craft Kits and Innovative Compounds Give the Arts and Crafts Category a Boost
by LAURIE CHARTORYNSKY, communications specialist and content developer, The Toy Association ARTS AND CRAFTS MAY BE ONE OF THE most traditional categories in the toy industry. Even so, there is a lot of innovation in both compounds and kit offerings in recent years. These factors, along with the continued popularity of the do-it-yourself (DIY) trend and maker movement, show that the arts and crafts category is poised for growth once again after a recent slump. “Arts and crafts are always a favorite with kids and parents,” says Adrienne Appell, trends expert at The Toy Association. “The activities encourage creative, open-ended play, and with the variety of kits and cutting-edge compounds on the market, there are plenty of new and exciting options that will appeal to kids of all ages.” The arts and crafts category is up 8 percent year to date as of July. The increase comes after suffering declines for the same period last year, as well as a flat performance in 2016, according to The NPD Group (NPD). The turnaround is largely tied to dollar growth of craft kits, which is performing 13 percent better this year after being down 11 percent in the same period last year, according to NPD. While DIY slime
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strongly challenged craft kits last year, the slime trend is boosting the growth in craft kits and related products in the space, including Nickelodeon Color Change Slime from Cra-Z-Art and Glam Goo Deluxe Slime Pack from MGA Entertainment. Additionally, other craft kits, such as Spin Master’s Cool Maker JoJo Siwa Bow Maker and Moose Toys’ Oonies are contributing to the category’s growth, according to NPD. NEW COMPOUNDS NPD reports that reusable compounds are also driving growth in arts and crafts this year, with Spin Master’s Kinetic Sand leading that growth. Crayola’s Globbles is a new super sticky compound poised to challenge others currently on the market. “Bloggers have been thrilled with the no-mess, squishy, sticky fun,” says Erika Merklinger, public relations manager for Crayola. “Some [bloggers] even mentioned Globbles is the new answer for those parents who are simply over it regarding slime-making experiences.”
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FOSTERING OPEN-ENDED CREATIVITY While some parents may be ready to move on from the slime trend, manufacturers report that the DIY and maker movement trends show no signs of slowing.
“Parents are continuing to seek out craft activities for their ability to provide openended creativity, as well as an alternative to digital media,” says Michelle Kohanzo, president of Kid Made Modern. While it’s true that parents love crafting because it’s a healthy alternative to screen time for their kids, social channels—including Pinterest and YouTube—are fueling the recent popularity of arts and crafts. Consumers who never considered themselves crafty can perfect their projects with the help of online tutorials, resulting in projects that look Pinterest-ready in a snap, according to Brittany Leddy, marketing and publicity manager for Klutz, a division of Scholastic Inc. TV networks are also taking note of what the toy industry is experiencing. The networks are both capitalizing and fueling the DIY and maker trends, with shows such as Making It on NBC, Create TV’s extensive line-up of series, and the DIY Network. All of these factors will carry arts and crafts successfully into the new year. The Toy Association tracks trends to provide the toy industry with insight into what’s new and what’s next in the toy and youth entertainment marketplace. Key trends for 2019 will be announced at the 116th New York Toy Fair, February 16 to 19, 2019, at the Jacob K. Javits Convention Center in New York City. Visit toyfairny.com to learn more. » Laurie Chartorynsky has been a member of The Toy Association’s communications team since September 2016. At The Toy Association, she is responsible for the weekly e-newsletter Toy News Tuesday, and writes articles based on the latest trends in the toy industry for trade publications. Chartorynsky has a Master’s degree in journalism from Northwestern University.
