in Small Business
Issue No. 2 - September/October 2001
The Big Money in Kids’ Stuff
Founded by Peter and Karen Stock in 1993 upon a small range of products tested by their children at Christmas, the Crafty Kids concept had its first commercial trial at a Yankalilla craft fair in 1994.
The encouraging response led the Stocks to set up a direct selling organisation with representatives who sold product to a ‘party plan’ using the time—honoured method.
Appointing the first five sales reps in April, 1994, Crafty Kids now has 650 sales reps throughout Australia, mostly in NSW, Queensland and Victoria. Turnover of $147,000 in 1994—95 has grown to $2.5 million projected for 2001—02.
The slick new corporate identity in magenta, teal, green and yellow was conceived as a national brand, readily recogniseable by kids “from 3 to 103” as the company slogan goes.
Crafty Kids has been a full—time job for Karen Stock since 1997, when the company moved out of the family garage to commercial premises. Now there are 20 employees engaged in light manufacturing and packing orders.
“We were looking to create a one—stop shop for children’s craft supplies,” says Karen. The business is built around ‘fun packs’ containing all the material and instructions for craft projects. Importantly, kits like the Hairy Scary Spider contain three copies of the project. Projects are sold individually or in packs of four or five.
Adult elements of the range are Stamping Fun, which grownups can use to creat...
