Feature - Arts & Crafts

Canvassing for inspiration

Arts & Crafts is a classic category, ranging from staple products like paints and coloured pencils to the latest trend-driven products such as friendship bracelets, nail art and 3D printing. Toy World’s Caroline Tonks spoke with a selection of suppliers and retailers to gauge how the category is currently faring.

In the late 19th century, an Arts & Crafts movement swept across Britain. This development marked the beginning of a change in society’s outlook and values placed on the decorative arts and how things were made. The movement went on to reform the design and manufacturing of jewellery, paintings, ceramics, textiles and more. It placed an importance on the arts and self-expression and highlighted how a movement such as this could actively change people’s lives. Although this specific crusade has now passed, these ideals still stand within the Arts & Crafts category. Its products and ranges promote learning, artistry and development, and push children to explore while making and designing what intrigues them.

Throughout the category, educational, STEM and developmental ranges are pivotal in helping children grow and learn, with many brands having developed Arts & Crafts toys and products to reflect this. 3Doodler offers a range of 3D printing pens for creators to design anything they want with the push of a button. The 3Doodler Start+ combines art and design with technology, and enables kids to learn key concepts about engineering, design, mathematics and more. Meanwhile, Zimpli Kids’ Gelli and Slime products are the first toys to receive accreditation from the British Skin Foundation (BSF) and the company has also recently earned accreditation for Gelli Play from the National Autistic Society for its sensory benefits. Gelli Play aids in cognitive, social, emotional and physical development, and is ideal for multi-sensory play. At Hornby, the Airfix 1:72 RNLI Shannon Class Lifeboat is the brand’s most pre-ordered kit since the range’s announcement in January. The Lifeboat joins a wide range of Starter Sets, all designed with beginners in mind. The sets serve as an introduction to scale modelling and regardless of skill level, Airfix kits have proven to help children develop essential cognitive skills such as concentration, fine motor control and dexterity.

Julia Wingate, from The Trading Post in Kingsbridge, Devon, tells us: “Arts & Crafts is a category that remains popular at our shop. Airfix and Revell model kits had a resurgence during lockdown and there are still many people enjoying them as a hobby.” Julia also stresses the importance of staying up to date with current trends and crazes, referencing a popular addition to the category this year: bracelet bead kits.

With friendship bracelets being traded between fans at Taylor Swift’s concerts during the Eras tour, bead kits have taken off this summer. One For Fun’s Concert Bracelets are flexible, create-your-own kits, and each comes with beads, charms and letters that can be combined to make personalised bracelets. According to John Bentley, Howleys Toymaster in Weymouth has seen high turnover in Arts & Crafts. “We’ve done good numbers on several ranges,” says John, who goes on to list One For Fun’s Loom Bands as a top seller and adds that he’s looking to add Concert Bracelets to his store because they “look fun and new”.

In other new developments, Sambro’s Love & Hugs range has been extended to include Arts & Crafts themed products, including the Love & Hugs Creative Gel Jewellery Station. Other new additions for 2024 include the Design Your Own Headband Kit, Phone Charms, Jewellery Kits and Tear & Share Friendship Bracelets. Nano Tape Magic from Curious Universe can be inflated or filled with slime, beads, charms and sequins, then drawn on and decorated to create fun crafts. Children can peel and seal to create keychains, window charms and more.

In other new developments, Sambro’s Love & Hugs range has been extended to include Arts & Crafts themed products, including the Love & Hugs Creative Gel Jewellery Station. Other new additions for 2024 include the Design Your Own Headband Kit, Phone Charms, Jewellery Kits and Tear & Share Friendship Bracelets. Nano Tape Magic from Curious Universe can be inflated or filled with slime, beads, charms and sequins, then drawn on and decorated to create fun crafts. Children can peel and seal to create keychains, window charms and more.

Inspired by craft trends that are popular on TikTok and YouTube, Nano Tape Magic has since gone viral on social media, with children recognising its artistic potential. Social media plays a key role in amplifying Arts & Crafts trends, enabling suppliers to showcase product versatility and inspire creativity through visually appealing content. “Nano Tape Magic is a direct response to a viral social media trend,” explains John Styring, CEO of Curious Universe. “Social media serves as a platform for inspiration, community engagement and product discovery. Collaborations with influencers also drive brand visibility and credibility within the crafting community.”

Across social media, beauty is an always-flourishing topic of conversation, whether that be through influencer promotional content or new makeup trends. The beauty industry is not only popular with older teens, but also captures the interest of a younger audience. Spin Master is capitalising on this with its Go Glam Nail Studio, which comes with a Go Glam nail stamper, manicure mask, nail polish applicators, a topcoat and four design cartridges for children to paint and decorate their nails. After the successful launch of its Nail Studio sub-line last year, Epoch Making Toys will also be adding four new sets to its Aquabeads range this summer. With just a coat of water, the Nail Studio collection allows children to create mess free manicures. Launching in July, the Nail Studio Design ‘n’ Display Set comes with shiny nails and rhinestones, as well as a pink and purple bow shaped case.

Within the Arts & Crafts category, classic painting and colouring products remain popular, with parents and children often coming back for repeat purchases. Paint Pop, the award-winning Trends UK brand, will be expanding its range this year. This expansion includes 24 Chunky Chalk Sticks, the Paint Pop Marbling Set, Paint Pop Face Paint Sticks, which will complement the Paint Pop Paint Sticks, and Paint Pop Paint Pens. From Vivid Goliath, a new Crayola Pops Activity set will be available in Dinosaur and Mystical themes and comes with the supplies to colour and assemble 3D posters. Evergreen brand Crayola is also launching several new kits this season, with Paint and Sculpt Unicorn, 12ct Pastel Pencils and Pastel Art Case and the Crayola Swirl Twistable Crayons and Pencils.

“When there is a brand as big and well established as Crayola, accessible products like colouring pencils, paints and crayons will always be the backbone of the Arts & Crafts market,” says Mary Wood, managing director (UK & Germany), Tomy.

Reflecting on a potential shift towards higher quality makes that can be kept and displayed, rather than quick, accessible products, Mary adds: “We are enjoying success in both the UK and Germany, with Hey Clay, which allows for the creation of products that can be kept and displayed. We have been distributing the brand for 18 months now, and it has taken time to build, but 2024 looks like it’s going to be a very strong year with the assortment widening and distribution deepening.”

“However,” he continues, “the current economic landscape is now dictating that value for money is a primary factor for the consumer to consider a purchase. Impulse lines in Arts & Crafts make up a big sector and one which is very much increasing again.”

The category generates steady, year-round sales, although there are times of the year when sales really pick up. “Arts & Crafts exhibits seasonal fluctuations but maintains a steady demand year-round,” comments John Styring. “Sales typically surge during key periods like holidays, school breaks and special occasions, driven by increased crafting activities for gifts, decorations and projects.” Festive seasons like Christmas, Easter and Halloween also see a peak in demand for Arts & Crafts products.

Mary states that the lower price points that can be achieved in the category help it endure as a year-round seller. Returning to Tomy’s Hey Clay range, she highlights the three can, six can and 15 can pricing options. “Having under £10 price points does encourage more impulse sales,” says Mary. “We even have a single can option launching later this year, where one character can be created.”

“Arts & Crafts is one of those fortunate categories that does enjoy a year-round sales pattern,” confirms retailer John Bentley. “It encompasses impulse purchases whilst shopping, as well as the latest playground trends and the activities for staycations in summer, or simply for rainy days, as families buy products to occupy the kids.” The category also enjoys the peak uplift that Q4 brings, with bigger sets providing a more considered purchase option and gift orientated lines.

To help the Arts & Crafts category thrive, suppliers and retailers benefit from having a symbiotic relationship. “We have found that in-store merchandising units are really effective,” Mary shares. “We just had a meeting with our field sales agents, and their No.1 request was for us to provide more FSDUs with video screens, so consumers can see how easy the product is to use and view the creations that can be achieved.”

Packaging is also critical. “Product has to stand out on the shelf from the myriad of other lines available,” adds Mary. “It has to demand to be picked up - and be clear on what the product does.”

“Within specialists, most will segment areas for category representation, allowing the consumer to navigate easily,” adds Canal’s John Briggs. “This dictates a dedicated section to allow multiple lines to sit within the category, offering maximum visual impact. Like any product or brand, the object is to ensure that the right audience is seeing it at the right time via the relevant channels,” he continues.

Curious Universe believes retailers can effectively range Arts & Crafts products by adopting a hybrid approach that combines dedicated sections with strategic product placement among complementary lines. “A dedicated section provides a focal point for craft enthusiasts, offering a curated selection for easy browsing,” says John Styring. “However, integrating Arts & Crafts products among related items, such as licensed sets with matching toys, maximises cross-selling opportunities and improves product visibility.”

This approach caters to diverse customer preferences, capturing the attention of both dedicated crafters and impulse buyers.