Creativity International

?We have one vision and one aim ? to be the best in licensed children?s craft,? Creativity International MD Rob Ireland boldly states.
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“We have one vision and one aim – to be the best in licensed children’s craft,” Creativity International MD Rob Ireland boldly states.

Creativity was set up in 1993 and within five years, it had launched its first licensed range with Art Attack from Hit Entertainment. Since then, the licensed portfolio has grown to include a wide range of children’s properties and building on this, has plans to further expand.

Ireland (pictured left) explains: “Building on the success of some of our key licensed products such as the Art Attack Card Making Kit and our Art Attack Paint Your Own Mug Kit, we have used our expertise to bring crafting to a stable of the much-loved and well established licensed characters.”

The new range of licensed craft toys to be rolled out throughout 2009 includes eight new licences from Mister Maker to Mr Men and includes evergreen properties Thomas & Friends and Postman Pat.

Products planned so far include the Mr Noisy elastic band guitar and a Postman Pat Make your Own Post Bag. The new products throughout the year will combine innovation with Creativity International’s knowledge of the national curriculum in an effort to bring fun crafting while imparting something of value to the child.

Ireland explains the process of developing the products: “We will be working closely with the nedia companies to make sure that we are offering kits that embody the essence of each of the licences in question. This will all be done in retail friendly presentation to enhance the on-shelf appeal.”

Creativity’s core business to date has been educational craft supplies to schools over the UK and Europe and it is this expertise in the education sector, which, which has allowed it to develop the licensed range.

Ireland continues: “For retail, our licensed strategy and newly signed licences will bring our licensed products range to over 80 per cent of our total retail portfolio.”

This plan is hoped to bridge the gap between television and the kitchen crafting table in an industry which Ireland explains as ‘patchy.’ He says: “Some traditional areas are perhaps not as buoyant as they once were, such as scrapbooking and some other traditional crafts, however, the importance of making and doing for children and formative minds is becoming ever more recognised.”


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