Pat Avenue reports Hama brand up 60%

Published on: 4th September 2023

Hama’s exclusive distribution partner in the UK and Ireland Pat Avenue remains focused on sustaining demand with newness, variation and impactful marketing.

Pat Avenue is enjoying a buoyant year for Hama, reporting that sales of the original arts and crafts bead brand are up 60% YOY.

Exclusively distributed by Pat Avenue in the UK and Ireland, Hama offers a creative challenge for children aged three-plus. There are entry-level Maxi Bead Sets, as well as the smaller Midi Bead kits, making the collection accessible to all children (and craft loving adults) aged three-plus. This classic collection benefits from regular refreshes within the range and continues to deliver attractive projects for all budgets and all interests.

Each year the range remains an evergreen seller in the Pat Avenue portfolio, but this year has been particularly successful, as the team celebrates huge growth for the collection, with sales up by an impressive 60% YOY.

Guy Rooney, managing director, said: “Hama is one of those timeless creative brands that consistently performs at retail. The evergreen concept is easy and familiar and allows families to enjoy periods of creative, screen-free fun, with something to show at the end for their efforts.

“As Hama’s exclusive distribution partner in the UK and Ireland, we’re focused on sustaining demand for the range, by ensuring newness, variation and impactful marketing support.”

Over the summer, craft-loving influential family channels have been getting creative with Hama, highlighting the collection to their followers. This ‘Hamambassador’ activity will continue, with autumnal and themed Halloween and Christmas influencer campaigns still to come. Both families and special crafter channels will be engaged, ensuring the brand is front of mind with its full target demographic.

Adding to this is coverage for the brand in key kids’ press publications, as well as a raft of social media activity to include both organic and paid support. Across both the @PatAvenueToysUK Instagram and Hama Beads UK Facebook pages, followers will find inspirational crafting posts that demonstrate the creative freedom that Hama Beads invite.

For more information, email or call 01604 678780.


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