Craft Buddy has sold an unprecedented 1.6m units of its unique Disney 100 Crystal Art Sticker Album range in under 10 months since launch.
Due to its incredible popularity, outstanding sales and positive feedback from Disney, Craft Buddy can now sell-through the line until the end of December 2024 – but is warning retailers that once a product runs out, there will be no more restocking.
Craft Buddy’s D100 Crystal Art Sticker Album is a collector’s edition that celebrates the legacy of the studio’s storytelling across all its renowned IPs and a century’s worth of iconic characters. From the timeless allure of classic Mickey and Minnie to more recent characters Stitch and Olaf, heroic tales of the Avengers and the epic sagas of Star Wars, this stunning collectible album has enchanted fans across the globe with its interactive Crystal Art stickers.
There are two SKUs within the range: the Album Starter Pack featuring the collector’s album, six Crystal Art stickers and Crystal Art tools; and Sticker Packs, which are blind bags containing three Crystal Art stickers to make up. Each sticker takes around 15-25 minutes to complete using the Crystal Art technique, also known as diamond art or diamond painting.
The volume of sales has exceeded all expectations with multiple print runs having been recommissioned, with final production currently in the works to meet the summer holiday and upcoming Christmas seasons. A market-first combination of arts & crafts and collectible sticker albums, the D100 Sticker Album has been Craft Buddy’s most searched for item since it launched last August and has even been a first-page Google hit for searches of Disney 100.
Gary Wadhwani, director at Craft Buddy, said: “We knew we had a hit on our hands as early as last September, when the album’s first print run sold out within weeks. Since then, we’ve worked incredibly hard to keep up with demand and are staggered to have achieved more than 1.6m units in sales. It proves the enduring popularity of licensed arts & craft products with consumers of all ages.”
To support sales, Craft Buddy invested in a variety of marketing channels including trade shows, consumer events, organic and paid for social media posts and targeted paid print advertisements, resulting in viral engagement and more than 1m views on TikTok, with enthusiastic fans sharing updates of their albums and engaging content across various social media platforms.
