LICENSING NEWS

Craft Buddy appoints Grapevine PR

Published on: 13th February 2024

Under its new remit, Grapevine PR will support arts & crafts specialist Craft Buddy’s growth plans across the retail and consumer sectors.

Craft Buddy has appointed Grapevine PR to manage its UK trade and consumer media relations.

Following a strong period of growth over the last three years, Craft Buddy has expanded its licensed portfolio significantly within its key brands, Crystal Art and Paint by Numb3rs, and now has active partnerships with Disney, Marvel, Star Wars, Warner Bros., Paddington Bear, L.O.L! Surprise and Peter Rabbit. The business, led by directors Gary and Dino Wadhwani, wanted to invest in PR that could support their in-house team across toys, arts & crafts and licensing, with connections that can support their long-term growth strategy.

With a core objective of driving consumer engagement for the company’s licensed ranges, Grapevine PR will create a calendar of activity that reaches consumers at multiple touchpoints across the year, spanning seasonal occasions from Easter through to Christmas, summer events and influencer activations. There will also be a Consumer Press Office function.

Additionally, the agency will support the Craft Buddy team at key trade shows, particularly in building relationships with the licensing community to support the company’s growth aspirations in the UK and internationally. The agency will work closely with the directors and the marketing team to drive brand awareness, support the onboarding of new IPs and increase retail growth, whilst showcasing Craft Buddy’s expertise in product development, production and brand partnerships.

Gary commented: “We are excited to work with Grapevine PR. Kirsty [Barr] and her team have brought with them a raft of experience in the toys and hobbies industries, and they are also well-known in the licensing business, which we believe will help Craft Buddy to achieve its goals: expanding its licensed range locally and internationally, as well as establishing its craft kits as a leading brand for UK consumers.”

The news follows the agency’s welcoming of freelance consumer PR specialist Emilia Fuller to work on its portfolio of toy and licensing clients. Grapevine PR says it has long-standing relationships in both the toy and licensing industries and more than two decades of expertise. Well-connected in both sectors, the team has a breadth of knowledge and experience for clients to tap into.

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