Craft Buddy partnership programme to raise consumer awareness

Published on: 26th February 2021

Craft Buddy’s B2C partnership programme will help launch new ranges, taking on board feedback from the online community on its social platforms.

With the company’s Disney licensed Crystal Art collection launching this Spring, Craft Buddy has confirmed a promotional partnership with Crafts Beautiful magazine to build awareness within the crafting community.

Having experienced exponential growth across its owned social channels during the last year as lockdown prompted a huge increase in home hobbies, Craft Buddy has worked with its online fan base to determine which consumer publications resonate best with this audience and support the launch of the Disney Crystal Art range.

Working with Crafts Beautiful magazine across three issues this spring, the partnership will include inside front cover ad pages alongside ‘how to’ editorial segments, highlight new product introductions and provide consumers with insight into the magic of creating Crystal Art.

“This is the first time the company has ventured into the world of consumer lifestyle magazine partnerships,” states Gary Wadhwani, co-director of Craft Buddy. “With Disney licensed characters joining our Crystal Art portfolio for 2021, we wanted the opportunity to speak directly to a new and invested audience through one of the leading consumer crafting titles. Our social platforms are an amazing source of feedback and insight into the crafting community and their input as to which titles we should work with to help launch the range has been invaluable.”

Available in a range of kits and sets across Craft Buddy’s established Crystal Art range, the new Disney sets will see further designs and products added to the collection across the year,. These join the initial Notebook designs: the Pride Rock scene from The Lion King , The Little Mermaid, Classic Minnie, and Moana. Disney Crystal Art Canvas Kits are also available in a variety of sizes and multi-character designs.

The company is also looking to expand its consumer PR progamme in 2021 to include influencer outreach, content creation campaigns and product placement initiatives, in order to develop awareness of its new ranges and target a new generation of consumers.


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