New licensing deal brings the kawaii pop-culture lifestyle trend to Craft Buddy’s award-winning lines
Craft Buddy has secured a new licensing agreement with Fuzzballs, the fast-growing and much-loved kawaii-inspired brand created by Marc Sach.
The partnership is Craft Buddy’s first move into the fast-growing kawaii pop-culture lifestyle licensing category.
Fuzzballs’ endearing characters, global fanbase, and cross-market appeal make it a natural fit for Craft Buddy’s arts and craft ranges, which span gifting, decor, collectibles and creative mega kits. The collaboration will see Fuzzballs’ unique charm and vibrancy translated into the award-winning Crystal Art ranges, intended to appeal to both existing and new fans of the brand.
“Fuzzballs is a fantastic addition to our licensing line-up, and our first foray into kawaii pop culture. Marc’s vision and dedication to the brand mirrors the way Dino and I have built Craft Buddy – with passion, creativity, and a close connection to our audience”
Gary Wadhwani, Co-Founder of Craft Buddy, says: “Fuzzballs is a fantastic addition to our licensing line-up, and our first foray into kawaii pop culture. Marc’s vision and dedication to the brand mirrors the way Dino and I have built Craft Buddy – with passion, creativity, and a close connection to our audience. We believe Fuzzballs will resonate fuzz-tastically with our customers, while also introducing new fans to both crafting and the Fuzzballs universe.”
Fuzzballs has progressively built its following into a globally recognised property under creator Marc Sash, resonating with fans across merchandise, publishing, and online communities. Its founder-led approach was a key attraction for Craft Buddy – aligning with the hands-on ethos of Gary and his brother Dino Wadhwani, who continue to drive Craft Buddy’s growth as a family-run creative business.
“Fuzzballs has always been about fun, positivity and cuteness overload, and I couldn’t be more excited to see that energy sparkle through Craft Buddy’s award-winning Crystal Art ranges,” says Marc. “The brand’s relatable characters give fans a way to connect on a personal level, and now this collaboration lets them get even closer by being creative with the characters they love. It’s a wonderful way to expand the Fuzzballs universe, giving fans the chance to not only collect but also create their own pieces of Fuzzballs magic.”
Initial concepts for the range will be unveiled at two major industry events this September: Craft Buddy’s in-house SS26 showcase at its UK head office, and the LA Previews, where the company will present its latest licensed developments to international partners.
