Feature Arts & Crafts

2023 that tick this box include Brainstorm’s Eugy range, which has always resonated with consumers thanks to its eco-friendly credentials; Bachmann’s new PepPlay distribution line of Arts & Crafts products suitable for kids aged 3-10; and Eco Wood Art’s build-it-yourself mechanical and classic wooden puzzles.

SES Creative is particularly strong when it comes to sustainability: the company is CO2 neutral and offers a range of products made from recycled or natural materials, such as sugar cane, whilst offering added benefits such as gluten free and vegan-friendly products. Damien explains that SES Creative is committed to sustainability and responsible manufacturing practices, working to further minimise its environmental impact by reducing waste and implementing sustainable manufacturing processes.

Damien adds: “SES Creative is a company that not only creates high-quality and engaging products for children but also demonstrates a commitment to social and environmental responsibility. These values, combined with their focus on product innovation and creativity, have helped the company to become a trusted and respected brand in the Arts & Crafts industry.” the Disney, Disney Princesses, Star Wars, Marvel and LOL Surprise! universes. This was swiftly followed by yet another new introduction to the collectible crafting space.

“New products such as our Crystal Art Buddies range offer all the collectability of a miniature action figure as well as the satisfaction of producing your own creation,” Gary Wadhwani, director of Craft Buddy, explains. “We are also launching a real first in this ‘collectible sector’ with the Disney D100 Crystal Art Sticker Album and Stickers. With this innovative new product, fans can collect over 100 Crystal Art stickers featuring their favourite Disney characters including Mickey, The Lion King, Snow White, Toy Story and many other favourites and add them to the album when completed.”

Of course, Craft Buddy isn’t the only company that has relied on the power of collectability to fuel sales, with Brainstorm’s Eugy range continuing to enjoy plenty of demand for its new waves of make-them-yourself figures. Curious Universe, meanwhile, has just announced its new Crystalverse own-IP. The launch range of 3D unicorn figures comprises Starlana, Apollo and Kiki, all of which come complete with their own in-pack collectible character card and can be decorated with the included crystals.

Where Craft Buddy’s range differs is that it’s licensed. Gary tells us that having focused almost exclusively on more traditional crafting activities targeting older consumers, Craft Buddy then started looking for ways to broaden the appeal of its products and attract a younger fan base. This led the company into kids’ licences such as Disney, Marvel, Star Wars and L.O.L. Surprise! Gary adds: “Licences have also helped us to gain retail placements in cross category licensed product displays, which have proved so successful for all our major retail partners. We have some very exciting news regarding a new licensing collaboration which we will be announcing later in the summer, so watch this space.”

In addition to its kids’ licences, Craft Buddy also has Peter Rabbit and Paddington in its portfolio. Both offer strong heritage appeal and attract older customers including parents and grandparents, according to Gary, further broadening the appeal of its ranges among consumers of all ages and life stages. Damien at SES similarly believes nostalgia to be key to the success of some Arts & Crafts products, noting that consumers are looking for items that ‘remind them of their childhood or simpler times’. He says this is reflected in the continued popularity of SES Creatives’ more traditional craft products, such as French knitting and its weaving loom.

Both Damien and Gary also highlight the importance of Arts & Crafts for mental wellbeing and mindfulness. Damien says consumers are turning to activities such as colouring, iron-on beads and painting as a way to relax and unwind, and Gary is seeing the same thing with Craft Buddy’s Crystal Art brand.

“With all of the added pressures children are under in the modern age, it’s no surprise that one of the key trends shaping the arts and craft category at the moment is ‘mindfulness’,” he says. “This is extremely timely for Craft Buddy, as our lead brand Crystal Art is at the forefront of this development. Creating with Crystal Art in a quiet, peaceful environment allows children to sink into a state of focused awareness. This contemplative state, coupled with the release that creative energy brings, can help people cope better with feelings of stress or worry and even sadness or anger. This is something that can really help children to cope with the difficulties they are faced with in the modern world.”

Speaking of our modern world, our contributors also feel ongoing demand for sustainable products is driving the Arts & Crafts category. New products for

Over at Creative Kids, emphasis is placed on offering retailers Arts & Crafts products that reflect current trends and themes while also providing strong retail margins and great value for money. UK MD Grant Gie says: “We have all bases covered within our offering, from paintyour-own decorating kits to air-dry clay, dough, slime and even putty. And as a supplier, we support retailers with a multi-sub-category product range that can sit together in one clean merchandised statement, creating a standout visual display that will draw shoppers of all ages in.”

“Creative Kids puts consumer value at the forefront of everything we do,” he adds. “You can get more dough, slime or sand for less money. During these times of financial crisis, parents and gifters continue to look for affordable products that can entertain for longer and produce high quality end results, and that’s where our range really comes into its own.”

Readers are invited to roll up their sleeves and dive into the following feature, as Toy World paints a picture of the newest Arts & Crafts and Creative Play products sculpting the marketplace this year.

Wow! Stuff

emma.prendaglia@wowstuff.com for UK dawn.lavalette@wowstuff.com for EMEA sunny.walia@wowstuff.com for USA

Toy innovation company Wow! Stuff has given creative play an educational, licensed twist to bring young fans the unique Marvel Science Putty Steam collection.

Marvel Science Putty allows kids to celebrate their fandom as they get creative and explore all the properties of the collection. Kids can bounce, stretch and warm the putty with their hands to see it change colour while learning how it behaves under different conditions. The ultimate compound play for any Marvel fan, each putty has a Marvel hero-inspired quality.

Iron Man Science Putty is heat reactive with transformative colour-changing thermal pigments, the Black Panther putty is UV reactive and changes colour in sunlight, Hulk putty has a ‘gamma glow’-in-the-dark effect and Captain America Putty is superbouncy, with ‘vibranium elasticity’. The four putties are available to purchase individually within the CDU assortment, and kids can collect a further four Marvel Science Putties which are available exclusively with the eight-pack.

Vivid Goliath

01483 449 944 | www.vividtoysandgames.co.uk

Crayola is popular when it comes to engaging kids with creative play. As the weather gets warmer and kids are spending more time outdoors, Crayola has great tools to continue creativity outside. With the Super Outdoor Chalk, kids can create large murals, pavement games like hopscotch and tic-tactoe, write giant messages and create art wherever their imagination takes them. The chalks come in puck-shaped discs which allow kids to draw thin or thick lines and colour in large areas easily depending on which angle they use. Lasting three times as long as other chalks and available in a wide range of colours, kids can create for hours. Once finished, the chalk easily washes clean from pavements and driveways to create colourful designs again and again.

Kids can spread positivity and kindness with the new Crayola Colours of Kindness range. Available in crayons, markers, pencils and a 96-page colouring book, each colour promotes a positive message such as: Seas the Day, Hello Sunshine, Sky’s the Limit and Peace of Mind. This range is the perfect addition to anyone’s pencil case or as a gift for kids as it contains unique colours that are not found in original Crayola packs.