Craft Buddy is building on 15 years of evolution to inspire creativity, making arts and crafts accessible through innovation, top licenses, and diverse craft experiences
Craft Buddy has announced its new mission as the business builds on 15 years of evolution, innovation and international growth.
The company’s new north star is: “At Craft Buddy, our mission is to inspire creativity and spark joy for all ages. Through innovation, top licenses, and diverse craft experiences, we make arts and crafts accessible, engaging, and fun—connecting people through the joy of making.”
Over the past 15 years, Craft Buddy has evolved into a globally recognised craft brand, driven by its portfolio of ranges including Crystal Art, Paint by Numbers, Forever Flowerzand the anticipated ForLi’l Worlds August 2026. The business now operates across 40-pluscountries through a diverse mix of retail and distribution channels, including supermarkets, toy and hobby retailers, bookshops, garden centres, value retailers and TV shopping platforms. This global reach is supported by fulfilment operations across the UK, Germany and FOB Ningbo.
Gary Wadwhani, Founder and Director said: “Our journey over the past 15 years has been rooted in creativity and making. This mission captures both our heritage and our future—as we continue to innovate, expand globally and inspire new audiences while staying true to our core crafters.
“As Craft Buddy enters 2026, the business remains focused on driving international growth, strengthening its portfolio of world-class licenses, and delivering innovative craft experiences for a global audience.”
A key driver of this success has been Craft Buddy’s extensive portfolio of world-class partnership and licenses, spanning some of the most recognisable global brands, including Disney-Pixar, Star Wars, Warner Bros., Harry Potter, Universal, Hasbro (Peppa Pig), Care Bears, Hello Kitty (Sanrio), DC, Marvel and Me to You. This breadth of licensing enables the business to connect with a wide and diverse audience, from children and families to collectors and the fast-growing kidult market.
Alongside its licensed portfolio, Craft Buddy continues to invest in in-house, award-winning product development, creating original ranges that respond quickly to emerging trends and consumer demand. This includes innovations such as blind bags, pin badge collections and sticker albums, bringing licensed characters to life through engaging, collectible formats—with some ranges featuring more than 100 characters to craft and collect.
At the heart of this growth remains a strong commitment to the core crafter—those who see creativity as a meaningful and rewarding experience. Craft Buddy continues to champion crafting as a way to support mindfulness and wellbeing, offering moments of calm, focus and creativity in everyday life.
The business has also developed a Crystal Art Junior range, specifically designed to introduce younger (four-plus yrs) audiences into crafting, larger gems for smaller hands—making creativity more accessible and enjoyable and providing early hand-eye co-ordination and learning through early-stage crafters.
Looking to the future Craft Buddy is continuing to expand beyond a single category—developing diverse, trend-led craft experiences that tap into collectability, creativity and cultural trends. Craft Buddy connects with consumers through a powerful multi-channel approach spanning retail, online, TV shopping and social platforms including TikTok, ensuring accessibility and engagement across all audiences and touchpoints.
