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Craft Buddy story for record sales of D100 sticker album

Craft Buddy story for record sales of D100 sticker album

Craft Buddy has sold an unprecedented 1.6 million units of its unique Disney 100 Crystal Art Sticker Album range (at 01 June 2024) in under 10 months since the product launched.   Due to its incredible popularity, outstanding sales and positive feedback from Disney, Craft Buddy can now sell-through the product until the end of December 2024, but when it’s gone, it’s gone!

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 IP’s 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 2 SKUs to the product: 1) the Album Starter Pack (RRP £9.99), featuring the collector’s album, 6 Crystal Art stickers and Crystal Art tools; and 2) Sticker Packs (RRP £3.99), which are blind bags containing 3 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 item for 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 1.6 million 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 in more than one million views on TikTok with enthusiastic fans sharing updates of their albums and engaging content across various social media platforms.

About The Author

Rebecca Ash

Rebecca is the Editorial Director at Total Licensing Ltd. She can be reached at

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