Disney, Marvel Rivals, Harry Potter and Hello Kitty and Friends star in the new blind-box craft-and-collect range
Craft Buddy is combining collectability, fandom and hands-on creativity with the launch of Crystal Art Hidden Treasures, a new blind-box range.
Hidden Treasures gives the familiar blind-box reveal a creative twist. From a credit card-size pop-and-craft buildable format, consumers reveal a miniature scene to decorate with 2-3mm Crystal Art gems and then assemble into a freestanding 3D display measuring just 6cm in height.
With 24 mini-characters and scenes to discover across four major licences, each mystery box contains one of six designs plus a collector card or sticker highlighting the character’s persona, encouraging fans to complete their sets across:
– Disney Cuddle Crew: Winnie the Pooh, Lotso, Sulley, Marie, Clawhauser and Stitch.
– Marvel Rivals: Luna Snow, Jeff the Land Shark, Rocket Raccoon, Doctor Strange, Iron Man and Spider-Man.
– Hello Kitty and Friends: Hello Kitty, Kuromi, Pompompurin, Little Twin Stars, My Melody and Cinnamoroll.
– Harry Potter: Harry Potter, Luna Lovegood, Ron Weasley, Hermione Granger, Severus Snape and Sirius Black.
Gary Wadhwani, co-founder of Craft Buddy, said: “We’re seeing huge interest in miniatures, blind boxes and fandom-led collecting, but we wanted Hidden Treasures to offer more than the reveal. You discover, pop, craft, collect and display, so the product keeps giving after the initial surprise.
“What is particularly exciting is the crossover. Hidden Treasures can appeal to younger crafters, existing Crystal Art fans, collectors and adult fans of the licences.”
For retailers, the range combines a recognisable blind-box format and small display footprint with major licensed characters and a make-and-display activity. It is ideally positioned as a pocket-money purchase, stocking filler, secret Santa gift or affordable add-on present, while the collect-them-all format encourages repeat purchase across the four licensed collections.
The range is already gaining strong retail traction, with listings secured across the UK and internationally through distributers and retailers including Kaufland, OZ International and Pante Rhei. Interest continues to build from additional retail partners as the market heads into the key festive and gifting season.
Designed to be crafted, displayed and collected, the launch comes as collectibles and kidult purchasing continue to reshape the toy market, with adult spend worth more than £1.2bn annually, according to Circana.
For further information contact trade@craftbuddyltd.co.uk.
