9 INDUSTRY NEWS Industry news Latest news from the craft industry Tom Daley launches range of DIY crochet and embroidery kits Olympic champion, and crafting icon Tom Daley has teamed up with Hobbycraft, to design and launch a brand new Made With Love by Tom Daley range, exclusively available online and in store. The 11-piece collection celebrates Tom’s love of yarn crafts with a fun, animal and fruit inspired twist; featuring crochet kits that make dogs, zebras and giraffes, to positive slogan embroidery designs and fun iron-on patches. Perfect for beginners and experienced makers alike, each kit comes with everything needed to get started, from hooks and threads to easy-to-follow instructions, so even first-time crafters can dive in, making them an ideal way to relax, unwind and embrace learning a new hobby or refining a current one. Tom has become a cultural force in the crafting world. He gained widespread attention for knitting in the stands at the Tokyo 2020 Olympic and since then, has made yarn crafts ‘cool’ again, making them accessible to a new audience, and titled by many as the ‘Tom Daley effect’, inspiring a surge in crafting across the UK, especially amongst the Gen Z community. Paul Solly, Trading & Marketing Director Hobbycraft comments: “Tom’s passion and enthusiasm for yarn crafts is infectious. We’ve loved working collaboratively with him on this collection. At Hobbycraft we’re passionate about hobbies and crafting and helping our customers enjoy more of what they love every day, and this new Made With Love by Tom Daley range will do this.” STAEDTLER UK, a leading manufacturer of high-quality stationery and art products, is excited to announce a partnership with illustrator Johanna Basford and CASS ART, one of the UK’s leading art retailers. The collaboration, launching this November to coincide with the release of Johanna’s highly anticipated new adult colouring book Wonderful Wildflowers, brings together a collection of Johanna’s previous and latest works alongside a curated selection of her favourite STAEDTLER products, exclusively with CASS ART. Johanna’s latest works continue to inspire mindfulness and self-care, helping people disconnect from digital distractions and reclaim their focus in an increasingly fast paced, online world. With more than 25 million copies sold worldwide, her books have become synonymous with relaxation, creativity, and personal wellbeing, offering a refreshing antidote to ‘doom-scrolling’. Rachel Owen, Head of Marketing at STAEDTLER UK commented: “We’re thrilled to bring this exciting collaboration to life with Johanna Basford and CASS ART. This partnership allows us to not only showcase our high-quality products but also support Johanna’s mission to encourage people to slow down and engage in the analogue creative process. We believe this collaboration will provide a mindful and rewarding experience for all.” As part of the launch, the partnership will offer fans the chance to win exclusive products and signed copies of Johanna’s books, as well as one lucky money-can’t-buy online one-to-one drawing and colouring session with Johanna. Stay tuned for more details on the official social media pages of STAEDTLER, Johanna Basford, and CASS ART. Johanna Basford, STAEDTLER UK & CASS ART Join Forces
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