CROSSWALK +

“MAKE AND SELL” & VOCATIONAL CRAFTS

Tweens are expected to continue to grow in curiosity regarding their interests and how they align with potential vocations - especially how to be an influencer. This is where “make and sell” and vocational crafts come into play. This presents an opportunity to lean into the child as an entrepreneur space by providing children the opportunity to own their own destiny.

Product Recommendations

YouTube back drop kit, with light ring, microphone, and links to your brand’s YouTube page to learn dance routines and videos of how to market your channel type of thought starters. Partnering with highly rated YouTube influencers among Tweens would add a great deal of authority to these products.

• TikTok dance star kit, with bedazzled microphone and disco ball. Partnering with TikTok stars with whom Tweens resonate would add professional affiliation and exposure and links to yourYouTube channel to learn new dances, how to create a social media content calendar and start monetizing your business.

• Find Your Shade Nail polish mixing kit, including non-toxic color mixing guidance and trending colors with guidance on then how to market and sell your products.

• Fashion phone case/iPad case creation kit, with a variety of decor and material options outside the usually offered jewel options. Here is another opportunity to enlist influencers known in the Tween space for design ideas and themes and instructions on how to market and sell your cases.

SELF EXPRESSION ACTIVITIES

The overarching theme amongst all Tween interests and purchasing habits is their desire for self-expression. Tweens are increasingly interested in defining themselves in an ambiguous post-pandemic world. This is where brands can lean into their status as a self expressive brand by tapping into more niche interests expected to dominate in 2023-2024. 

More specifically, beauty-centric products are projected to be a main form of self expression in the makeup palettes, beauty salon crafts, etc. Although beauty crafts have been prominent in the arts & crafts space for years, there is a move towards cosmetics and tween skincare specifically. There is opportunity to incorporate novel and differentiated aspects into makeup crafts that aren’t repeats of offerings Consumers have seen for decades to stand out from competitors in 2023-2024.

product recommendations

• Make Your Makeup Set - this begins with a starter kit of create your own lipstick glosses and a make up bag that can be personalized, including non-toxic color mixing guides, and trends in lip color. Once the contents of the kit are exhausted or the skills have been mastered, expansion packs would be available. This kit would also include links to a branded YouTube channel for guidance, and for extended and advanced lessons.

• The Make Your Makeup Kit would then be expandable with the purchase of other makeup products chosen by the Tween until their makeup bag contains all the items they desire. Additional items would come with all the mixing guides, trend information, expansions and video guidance that the original lip gloss kit offered, and could be enjoyed individually or as a part of the Make Your Makeup Set.

• Expansions kits would include:

  • Eye Shadows

  • Nail polish

BAKING/COOKING CRAFTS

In 2023/2024, baking and cooking crafts are expected to make headway as Tweens become more independent and curious about the kitchen. There is opportunity to create craft products surrounding baking and cooking, including products that can be used alongside their parents, products intended for solo use, and products that lead Tweens down a road toward culinary professions.

Product recommendations

Mini-oven baked jewelry kit (for oven use with parent)

• Bedazzle your own kitchen utensils/apron

• Paint your own measuring cups while including a work sheet on measuring mathematics

• Make your own sweet treats out of clay

• Actual food crafts such as a cookbook on how to make a whale out of fruit, etc.

MULTI-PERSON CRAFTS

In 2023/2024, crafts that Tweens can do with friends will become increasingly important. Thus, we suggest that brands create a series of group craft kits and games that helps Consumers connect with others in a creative way. 

product recommendations

Fashion/beauty centric board game/card game where you craft as you play

• DIY journal to decorate and exchange w/ your friend (2 pack)

• BFF tie-dye t-shirt set

• Party-sized patch making kit, where Tweens can stitch/paint/stamp patches that commemorate a party or event, and can then be placed on jackets, backpacks, etc.

• Scavenger hunt game, where a mini-craft must be created at each station of the game. An opportunity exists here to partner with The Escape Game to create an escape-themed game where craft creation is informed by clues.

SOCIAL MEDIA/INFLUENCER CRAFTS

YouTube and TikTok influencers have started licensing their name to products. As this trend continues they will delve into the craft space and it’s important to snag these licenses before other brands. We recommend partnering on any type of craft so long as the influencer’s name is front and center. While Horizon and Cra-Z-art have entertainment property licenses however the true market play is in licensing influencer and YouTuber’s names. 

EDUCATIONAL CRAFTS

Parents’ drive to provide their kids with a video game free type of entertainment with an educational focus will continue to make headway in 2023. This provides the opportunity to take the creative craft realm and intertwine this with education components that make learning fun for Tweens, expanding deeper into vocational crafts with life skills versus those for pure enjoyment like nail art.

product recommendations

DIY calculator and case using circuitry

• Design your own backpack including stitch work

• Glitter crayon set w/ DIY case where you use STEM to melt the wax, mold the crayons and add glitter.

the importance of STEM/STEAM

It was observed that when purchasing, Consumers did prioritize the existence of a STEAM component. 

Knowing that educational components within products are appealing to both Current and Potential Adult Consumers, it is recommended that brands draw attention in marketing to the educational elements within non-STEAM products.

who is the key decision maker? (adult or child)

Parents drive the purchasing decisions rather than child, making the choice 85% of the time. That said the purchases are based on the child’s interest, request and/or needs.

With the knowledge that Adults are primarily driving the purchase decision, it is recommended that brands dedicate a significant amount of the advertising budget to reaching Adults.