Whether you're a retailer looking to attract new revenue, or a manufacturer wanting to develop new ranges, you'll have seen an increasing number of licence-holders looking to work within the craft market. Whilst Trimcraft has launched a new Laura Ashley range, Inspire Me Papers is releasing its Me To You range, thanks to its partnership with licence-holder Carte Blanche. Its Tatty Teddy character has already proved popular for Coats Crafts. But why are brand owners now so interested in the craft market? “It's a booming industry that companies want to get involved with,” says Debbie. “Until recently I don't think it's been of a size or has shown the growth required by these firms. Now there's a number of card companies who are entering or about to enter the industry, by linking up with companies like ours.”

Inspire Me Papers had particular reasons for wanting to work with its character. “When developing our company, one of our aspirations was to bring more beginners to crafting,” Debbie explains. “The idea is that the familiarity of Tatty Teddy removes the feeling that it's an alien or difficult hobby. When activities take the guise of something you like, they become more accessible. We want to inspire as many people as we can and that will help retailers who want to attract a growing market of beginners.” To achieve this, it is important to choose a character that works well. “We knew that Tatty Teddy was one of the really successful characters out there,” says Debbie. “The target age range is women aged 18 to 55, so there's a parallel with crafts. Part of the reason it works is because lots of people love it. People react to the bear in a sweet way and any good licence has this ability to go below the surface. Bears in particular appeal to a British audience.”

Debbie believes there are many benefits for retailers who stock branded products. “The licence works in a number of ways,” she says. “People are familiar with the products so they're drawn in. The product is less of a risk because it's recognisable.” Particular brands can work well with existing stock. “Craft has a natural affinity with the seasonality of the card market,” Debbie explains. “If people are used to buying occasion cards with Tatty Teddy on them, they might want to make them.

“We aim to introduce other licences – not just cute characters but designers too,” says Debbie. “Consumerism as a whole is moving towards a fascination with names. There isn't a really cool face of crafting, but at some point there will be. We may see a similar trend to what has happened with homewares in the last few years, where even Kylie has launched a range. We're curious as to what licensing can add to crafts.“