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VM Intelligence · Sample preview · Business Services · Forecast 2027–2033
Craft Publishing Market
- By Product Type: Craft Books, Craft Magazines, Craft Kits, Digital Craft Patterns, Craft Video Tutorials
- By Craft Category: Knitting and Crochet, Paper Crafts, Jewelry Making, Woodworking, Sewing and Quilting, Painting and Drawing
- By Distribution Channel: Bookstores, Online Retailers, Craft Stores, Direct Sales, Subscription Services
- By End User: Hobbyists, Professional Crafters, Educational Institutions, Craft Enthusiasts, Gift Buyers
Key Highlights
A snapshot of what the full report proves- 01 Market size - $X,XXX.XM global market in 2025 - the verified base-year revenue. Executive Summary →
- 02 Forecast - Full 2033 market projection modelled inside - unlock the forecast value to see where the market lands. Market Outlook →
- 03 Growth - Year-by-year CAGR across 2027–2033 - unlock the growth rate and the full model. Market Outlook →
- 04 Leading segment - Craft Books leads By Product Type at XX% share. Market, by Service Type →
- 05 Global coverage - Sized across 5 regions and 20 countries, each broken out by segment. Market, by Geography →
- 06 Competitive landscape - 15 companies profiled with SWOT, benchmarking and market-share analysis. Company Profiles →
Inside the Report
11 chapters · 284 pages- 01 Introduction Definition, segmentation & scope p.12 →
- 02 Research Methodology How the numbers were built p.20 →
- 03 Executive Summary The market in one chapter p.34 →
- 04 Market Outlook Drivers, restraints, trends p.63 →
- 10 Competitive Landscape 5 sections p.171 →
- 11 Company Profiles 15 players: SWOT & benchmarking p.179 →
Full report · locked preview
Everything inside the Craft Publishing Market report
A complete, evidence-based study - 11 chapters and 119 sections covering market size, segmentation across 4 axes, regional analysis and 15 company profiles, forecast to 2033.
Segmentation covered
Product Type 5
Craft Category 6
Distribution Channel 5
End User 5
Companies profiled
American Crafts
Fiskars Corporation
Crafters Companion
Sizzix (Ellison)
We R Memory Keepers
Ranger Ink
Darice Inc.
EK Success Brands
Plaid Enterprises
Tonic Studios
Tattered Lace
Spellbinders
+3 more
Verified · Analyst-reviewed · No payment to preview
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15 players profiled - tiered by revenue contribution, footprint and R&D capability.
ACE Matrix · p.153 →American Crafts
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies
Full profile · p.155 →Fiskars Corporation
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies · Key developments
Full profile · p.160 →Crafters Companion
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies
Full profile · p.166 →Sizzix (Ellison)
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies · Key developments
Full profile · p.173 →We R Memory Keepers
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies
Full profile · p.178 →Ranger Ink
Tier 1 · Market Leader
SWOT · Benchmarking · Winning imperatives · Strategies · Key developments
Full profile · p.184 →Darice Inc.
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking · Segment breakdown
Full profile · p.191 →EK Success Brands
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking
Full profile · p.196 →Plaid Enterprises
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking
Full profile · p.202 →Tonic Studios
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking · Segment breakdown
Full profile · p.209 →Tattered Lace
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking
Full profile · p.214 →Spellbinders
Tier 2 · Established Specialist
Overview · Insights · Product benchmarking
Full profile · p.220 →Lawn Fawn
Tier 3 · Niche Player
Overview · Insights · Product benchmarking
Full profile · p.227 →Prima Marketing Inc.
Tier 3 · Niche Player
Overview · Insights · Product benchmarking
Full profile · p.232 →Doodlebug Design Inc.
Tier 3 · Niche Player
Overview · Insights · Product benchmarking
Full profile · p.238 →Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
Global · 2025–2033
$1,290M by 2033 · 8.9% CAGR
Market estimates & forecast (USD Million)
Fig. 15 · p.34 →Segment mix, 2033 (% share)
Fig. 16 · p.35 →- Craft Books53.8
- Craft Magazines9.1
- Craft Kits17.6
- Digital Craft Patterns12.4
- Craft Video Tutorials7.1
Regions, 2025 → 2033 (USD Mn)
§6.1 · p.75 →North America$215.1M → $383.0M · 7.5%
Europe$149.9M → $286.1M · 8.4%
Asia Pacific$136.9M → $290.8M · 9.9%
Latin America$84.8M → $166.8M · 8.8%
Middle East and Africa$65.2M → $130.6M · 9.1%
Top countries, 2033 (USD Mn)
§6.2 · p.78 →Year-over-year growth (%)
§3.12 · p.44 →8.842026
8.872027
8.872028
8.892029
8.902030
8.912031
8.932032
8.942033
CAGR by region (%)
Fig. 22 · p.71 →Market share by company, 2033 (%)
Fig. 41 · p.152 →- American Crafts19.8
- Fiskars Corporation11.7
- Crafters Companion7.0
- Sizzix (Ellison)11.7
- We R Memory Keepers7.8
- Ranger Ink14.1
- Others27.9
Segment contribution to growth (%)
Fig. 18 · p.39 →Product Type33.7%
Craft Category24.3%
Distribution Channel14.9%
End User27.1%
Competitive positioning (ACE matrix)
Fig. 40 · p.153 →Adoption & penetration (% of addressable)
Fig. 12 · p.31 →Revenue by application (USD Mn)
§5.3 · p.62 →Demand by end-use (USD Mn)
§5.4 · p.66 →Average selling price trend (index, 2025=100)
Fig. 27 · p.58 →Top companies by revenue, 2033 (USD Mn)
Fig. 42 · p.155 →Revenue by region, 2033 (%)
Fig. 20 · p.70 →- North America30.5
- Europe22.8
- Asia Pacific23.1
- Latin America13.3
- Middle East and Africa10.4
Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
8 players benchmarked across 6 dimensions — scored 0–100 from share, portfolio, reach, innovation, financials and installed base. Methodology · §8.1 · p.160 →
Competitive scorecard (score 0–100)
Table 31 · p.161 →| Company | Market share | Product portfolio | Geographic reach | Innovation & R&D | Financial strength | Customer base | Composite |
|---|---|---|---|---|---|---|---|
| American Crafts | 84 | 93 | 83 | 78 | 93 | 74 | 84 |
| Fiskars Corporation | 72 | 82 | 89 | 68 | 93 | 92 | 83 |
| Crafters Companion | 73 | 73 | 83 | 66 | 68 | 73 | 73 |
| Sizzix (Ellison) | 77 | 70 | 79 | 63 | 74 | 71 | 72 |
| We R Memory Keepers | 64 | 73 | 55 | 73 | 62 | 56 | 64 |
| Ranger Ink | 56 | 65 | 64 | 59 | 61 | 71 | 63 |
| Darice Inc. | 55 | 65 | 42 | 40 | 52 | 62 | 53 |
| EK Success Brands | 55 | 52 | 35 | 40 | 59 | 59 | 50 |
Vendor positioning (presence × innovation)
Fig. 43 · p.163 →Strengths profile (top 3 players)
Fig. 44 · p.165 →- American Crafts
- Fiskars Corporation
- Crafters Companion
Capability coverage
§8.3 · p.168 →| Company | Global delivery | R&D depth | Digital platform | Sustainability | After-sales | Custom solutions |
|---|---|---|---|---|---|---|
| American Crafts | ◐ | ✓ | ✓ | ◐ | ◐ | ✓ |
| Fiskars Corporation | − | ✓ | ✓ | ◐ | ✓ | ✓ |
| Crafters Companion | ✓ | ◐ | ◐ | ◐ | ◐ | ◐ |
| Sizzix (Ellison) | ✓ | − | ◐ | ◐ | ◐ | ✓ |
| We R Memory Keepers | ◐ | ◐ | ◐ | ✓ | ◐ | − |
| Ranger Ink | − | − | ◐ | ◐ | − | ◐ |
| Darice Inc. | ◐ | ◐ | − | − | − | − |
| EK Success Brands | ◐ | − | − | − | ◐ | − |
✓ Full ◐ Partial − Limited
Overall competitive index (composite, ranked)
Fig. 45 · p.170 →1American Crafts84
2Fiskars Corporation83
3Crafters Companion73
4Sizzix (Ellison)72
5We R Memory Keepers64
6Ranger Ink63
7Darice Inc.53
8EK Success Brands50
Competitive tiers
§8.4 · p.172 →Leader2
Set the pace on share, breadth and innovation.
American CraftsFiskars Corporation
Challenger2
Strong scale, closing on the leaders.
Crafters CompanionSizzix (Ellison)
Contender2
Focused players with pockets of strength.
We R Memory KeepersRanger Ink
Niche2
Specialists in a single segment or region.
Darice Inc.EK Success Brands
Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
Go-to-market strategy
Land Product Type in North America, then scale across Craft Publishing Market — a $187M beachhead inside a $2.84B market.
Beachhead (SOM)$187Mobtainable near-term
Serviceable (SAM)$993Mreachable market
Primary motionPartner-led + digitalgo-to-market
Time to scale5 Qto full motion
Ideal customer profile (who to sell to)
§GTM 1 · p.190 →Champion91 fit
Craft Books
Best fit — highest urgency & budget in Product Type.
Economic buyer79 fit
Craft Magazines
Strong fit — clear ROI and a fast path to value.
End user66 fit
Craft Kits
Emerging fit — growing demand, longer sales cycle.
Market-entry sequence (beachhead → scale)
Fig. GTM 1 · p.192 →Beachhead · 2025–2026
Win Product Type in North America
Concentrated ICP, fastest proof and references.
Expand · 2026–2028
Add Craft Category & next regions
Repeat the motion in adjacent, look-alike segments.
Scale · 2028–2033
Full-market coverage + Distribution Channel
Multi-channel, platform & ecosystem plays.
Channel mix (routes to market)
§GTM 3 · p.195 →Direct sales43%
Partner / channel28%
Digital / self-serve21%
Marketplaces9%
Positioning & messaging
§GTM 2 · p.194 →For Product Type leaders who need defensible market intelligence, VM Intelligence is the fastest, source-cited way to size, segment and win Craft Publishing Market — unlike generic, static research.
Live & source-cited
Every figure triangulated from 600K+ sources and traceable.
Ready in minutes
A full, tailored report compiled on demand — not weeks.
Scope you control
Pick the chapters, regions and companies that matter.
GTM funnel & unit economics (conversion · CAC / LTV)
Fig. GTM 2 · p.198 →Awareness100%
Marketing qualified45%
Sales qualified22%
Evaluation15%
Closed-won5%
$21.4KCAC
$78KLTV
3.7:1LTV : CAC
< 4 moCAC payback
Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
Investment thesis
Craft Publishing Market is a durable-growth opportunity — $2.45B by 2033, compounding at 7.9%.
TAM · 2025$1.33Btoday
TAM · 2033$2.45Bforecast
CAGR7.9%2027–2033
Cumulative$16.5Brevenue opportunity
Market opportunity (TAM · SAM · SOM)
Fig. 3 · p.14 →TAM$2.45BTotal addressable market
SAM$867MServiceable available market
SOM$168MServiceable obtainable market
Growth trajectory (USD Million)
Fig. 4 · p.16 →Why invest now
§2.1 · p.10 →7.9% CAGR
Demand compounds through 2033, outpacing GDP across Product Type.
Global tailwinds
North America leads today; fastest gains coming from emerging regions.
Structural shift
Adoption in Product Type moving from early to mainstream — durable secular demand.
Consolidation upside
15+ players, no runaway leader — room to build scale and roll up share.
Investment highlights
§2.2 · p.12 →$2.45BLarge & growingTAM by 2033 at 7.9% CAGR
$867MServiceable nowreachable with today’s model
$168MBeachhead winobtainable near-term share
15+Fragmented fieldplayers — consolidation runway
Return scenarios (2033 market value)
Fig. 6 · p.22 →$1.91BBear5.2% CAGR
$2.45BBase7.9% CAGR
$3.13BBull10.5% CAGR
Key risks & mitigants
§9.1 · p.180 →- Input-cost volatilityLong-term supply contracts & hedging
- Regulatory / policy shiftsDiversified exposure across 5 regions
- Technology disruptionR&D pipeline & Craft Category optionality
- Customer concentrationBroaden installed base beyond top accounts
Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
Board pack · executive summary
Craft Publishing Market — a $7.12B market by 2033. Plan: grow share from 10.1% to 17.0%.
Market size · 2033$7.12Btotal addressable
Market CAGR7.9%2027–2033
Target share17.0%from 10.1% today
Revenue ambition$1.21Bby 2033
Strategic scorecard (current vs 2033 target)
Table 1 · p.6 →| Objective | Current | Target · 2033 | Status |
|---|---|---|---|
| Market share | 10.1% | 17.0% | On track |
| Revenue | $724M | $1.21B | On track |
| Geographic coverage | 2 of 5 regions | 5 of 5 regions | On track |
| Segment coverage | 2 of 4 axes | 4 of 4 axes | Ahead |
| Gross margin | 30.6% | 38.3% | Ahead |
| Customer retention | 85.3% | 95.4% | At risk |
Where to play (strategic priorities)
§1.2 · p.8 →1
Lead segment
Win in Product Type
Largest revenue pool and fastest secular demand — concentrate to build share here first.
2
Geographic
Expand across North America & beyond
Deepen the leading region, then scale into the fastest-growing emerging markets.
3
Adjacency
Build Craft Category capability
A defensible second engine — invest in Craft Category to widen the moat and cross-sell.
Strategic roadmap (2025–2033)
Fig. 1 · p.10 →Phase 1 · Foundation
2025–2027
- Secure core Product Type share
- Fix unit economics
- Stand up data & ops
Phase 2 · Scale
2028–2030
- Enter new regions
- Launch Craft Category
- Selective M&A
Phase 3 · Lead
2031–2033
- Category leadership
- Premium mix & margin
- Platform & ecosystem
Board decisions & asks
§1.4 · p.14 →- Approve $122M capacity & capability investment
- Greenlight bolt-on M&A in Craft Category
- Authorise North America expansion plan
- Fund R&D program for Product Type leadership
Risk watchlist (RAG)
§9 · p.180 →- Demand / macro slowdownAt risk
- Competitive share lossOn track
- Input-cost & supply riskOn track
- Regulatory / policy changeAt risk
- Execution & talentBehind
Values shown here are illustrative samples for your understanding — not exact figures. The full report contains the real, verified data.
Sales deck · value proposition
Win the Craft Publishing Market conversation — a $3.80B market you can size, segment and defend in minutes.
Market size · 2033$3.80Btotal opportunity
Growth9.9%CAGR to 2033
Addressable buyers1,775+accounts in scope
Typical ROI6.4×in year one
Who buys (target personas)
§1.1 · p.4 →Product / BU leader
Head of Product Type
Goal Grow share in Product Type
Pain Blind spots on demand, pricing & competitors.
Regional GM
North America lead
Goal Prioritise the right markets
Pain No granular, country-level view of the market.
M&A / strategy
Strategy & Corp Dev
Goal Find where to invest or acquire
Pain Slow, inconsistent third-party research.
From pain to solution
§1.2 · p.6 →Decisions made on stale, generic dataLive, source-cited figures, continuously updated
Weeks waiting on a research vendorA full report compiled in minutes
No view of competitors or whitespaceCompany profiles, ACE matrix & benchmarking
Hard to defend the numbers internallyEvery figure traceable to its original source
The business case (ROI)
Fig. 2 · p.9 →6.4×return on cost, year one
< 3 mopayback period
$88K+research cost avoided
10×faster than a custom study
Time to insight
Cost to run
Risk of a wrong call
Why buyers trust it (proof points)
§1.3 · p.12 →600K+source studies indexed
100%analyst-reviewed
15+players profiled in this market
Coverage includes
American CraftsFiskars CorporationCrafters CompanionSizzix (Ellison)We R Memory KeepersRanger InkDarice Inc.EK Success Brands+7 more
Objection handling
§1.4 · p.14 →“We already have market data.”
This triangulates 600K+ sources into one current, defensible view — not another silo.
“How do we know it’s accurate?”
Analyst-reviewed, and every figure is source-cited and traceable to its origin.
“It’s not in the budget.”
A fraction of a single analyst-day — and it pays back on the first decision it informs.
“We need it tailored to us.”
Choose the chapters, regions and companies before you build — you only pay for scope.
What you get (packages)
§1.5 · p.16 →Report
- Full multi-chapter report
- Market size, share & forecast
- Segment & regional breakdowns
- PDF + editable Excel + PPT
Most popular
Report + Add-ons
- Everything in Report
- Interactive Visualizer
- Competitive benchmarking
- Investor / board / sales decks
Enterprise
- Multiple reports & markets
- Team seats & sharing
- Analyst support & custom scope
- API / data-feed options
Almost there
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