Craft City’s mission to inspire kids that they were all born to create because anything is possible when using your imagination. Launched in partnership with crafting icon Karina Garcia, who is touted as creating the DIY Slime Movement and known around the world as the queen of crafting to her nearly 20M followers on social media that have watched her videos nearly 3B times. The brand is the first of its kind because it is the first toy brand ever launched by a digital influencer.
Craft City is all about creating on your own terms, through a unique line up of various DIY Craft Kits, Craft Based Collectables, and soon to be launched Stationary. In 2018, the brand sold nearly 1 product every 30 seconds all year long, and sold out of new product launches multiple times. With bright packaging, easy to understand products, fun kits and collectables, kid safe safe formulations, and Gen Z focused marketing and content, the brand created the playbook for selling toys to kids through social media. The brand has generated over 100MM impressions through original content and digital unboxing. Throughout 2019 the brand will introduce new DIY Craft Kits, an exciting partnership with KraftHeinz’s KoolAid brand to co-create KoolAid by Craft City co-branded DIY Craft Kits, and an expanded lineup of Craft Based Collectables in partnership with more crafting influencers, and a line of stationary.
Based on the brand’s exciting sales trajectory, Craft City has been recognized as one of the fastest growing crafting brands in America. The brand first launched in October 2017 through an exclusive at Target, with one single DIY Craft Kit SKU, and quickly expanded to a lineup of nearly eight DIY Craft Kits, and Craft Based Collectables SKUs through an expanded exclusive with Target.