Cra-Z-Art opens European international sales office

Published on: 10th November 2020

The new office is based in Manchester, England, and is headed up by experienced industry sales executive, Oliver Williams.

Cra-Z-Art, a manufacturer of toys, arts & crafts kits, puzzles and school supplies, has announced the opening of its first international sales office in Manchester. The office is headed by experienced toy industry sales executive Oliver Williams, who was hired in July. The company reports steady international growth, and hopes the office will help support and nurture new and existing business relationships.

Located in Manchester’s city centre, Cra-Z-Art’s office will facilitate all internationally-focused sales, marketing and administrative activities. The showroom will exhibit over 200 specially selected products, a mixture of trending titles, evergreen favourites, licensed and unlicensed products and STEM learning activities, all focusing on creative, imaginative play.

Cra-Z-Art, headquartered in the United States, produces and globally markets items such as Arts and Craft kits, Kodak Jigsaw Puzzles, Art Supplies, Cra-Z-Loom, Softee Dough, The Real Cotton Candy Maker, Shimmer ‘n Sparkle Girls Activity Kits and Nickelodeon compounds. Character Options is currently the UK distributor for the range.

Cra-Z-Art was founded in 2008 by Lawrence Rosen, a third-generation toy entrepreneur and veteran of the toy industry. Internationally, Cra-Z-Art has already forged a number of strong distribution partnerships, with this move representing further investment. Cra-Z-Art will be offering international customers China consolidation of all brands under one roof. The items will be available at market leading prices without minimum order quantity restrictions.

Lawrence said: “We’re excited to be opening our new international sales office and showroom in Manchester, local to many of our key strategic partners. The European office will support the growth of the many brands in Cra-Z-Art’s portfolio. We’re committed to strongly supporting retail and distribution partners. The establishment of a permanent base in Europe is a sign of the commitment we are making to nurture the growth of our international market. Oliver’s enthusiasm, vast toy experience, knowledge of international markets and insights as a former brand owner and principal make him a great fit for our team. We’re very pleased to have him on-board and confident that together we’ll take Cra-Z-Art to new strengths internationally.”

“We’re signing more international licensing agreements and supplying more diverse, innovative products than ever before. Supporting our international partners with a dedicated international sales and marketing team will grow our business and develop new opportunities,” added Nellie Mahabir, CEO of Cra-Z-Art. “As one of the world’s leading brands in Arts & Crafts, Compounds, Stationery, Puzzles, licensed and non-licensed goods, we feel we have a lot to offer. The establishment of a permanent base in Europe is a sign of the commitment we are making to nurture the growth of our international market,”

Commenting on his appointment, Oliver Williams said: “As opportunities go, this is as good as it gets. I’ve watched Cra-Z-Art launch one hit product after another. The speed to market, the quality of product, and the scope of Cra-Z-Art’s offerings have always been impressive. Having joined, I see how energy and passion are present right across the company, from Larry and Nellie and all the way through the various teams, and departments that together combine to form Cra-Z-Art. I’m both humbled and thrilled to have the chance to work with such a capable team, and I can’t wait to contribute to the success of Cra-Z-Art and its partners alike.”


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