Craft Buddy reflects on banner year of growth and award-wins

Last year saw Craft Buddy celebrate its 15th anniversary and the company wrapped up 2025 with new international growth, expanded retail partnerships, fresh distributor appointments and award wins.

“Our 15th anniversary year was exciting in numerous ways including innovation, strategic planning, forecasting key sales pivot points, as well as being recognised for our creativity and PD through multiple industry awards,” said Gary Wadhwani, Co-Founder of Craft Buddy.

“Despite well documented industry market challenges, we delivered growth across several areas of the business. With a strong product pipeline, new licensing partners and optimum operational capability, we’re welcoming 2026 with sparkling positivity!”

Product highlights included the multiple award-winning Harry Potter Crystal Art Sticker Album, award-winning Disney Crystal Art 2-in-1 Pin Badges and the introduction of Crystal Art Junior, alongside the educational Wildlife Buddies range and the Disney Crystal Art Magnetic Advent Calendar.

2025 also saw Craft Buddy’s Head of Product Development – Sergio Anna – named Toy Designer of the Year (Licensed Product) for his work on the Crystal Art Disney 2-in-1 pin badges.

Retail momentum was also a key feature of 2025 as Craft Buddy welcomed over 60 new trade accounts and strengthened relationships with major partners including Tesco and Asda. A notable milestone was the signing of the Crayola distribution for Spain and Italy, as well as investment in a new multi-story 2,300m² distribution UK warehouse.

Up next is strong visibility at three major trade shows in January and February, followed by a soft launch into the USA and a slate of new license signings.

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