Pritt opens up growing craft market


30 January 2007 — Dusseldorf (GER): Henkel’s Pritt is giving retailers the opportunity to tap into the adult craft market with the launch of Pritt Craft-It, a range of specialist adhesives.


Henkel’s Jemma Barton, product manager for Craft-it, said: "Research shows that crafters spend an average of £35 ($68) a month on their hobby and £15 million a year on craft glues."


The range, which is designed to appeal particularly to women, features 16 different glues that cover almost every type of craft activity such as card making, photo mounting, scrap booking, jewellery design and ornament decoration.


For the first time, retailers have a unified adhesive range under a well-known brand name that includes glue sticks, double sided and mounting tapes, spray adhesive and glue guns, ¬all in matching packaging.


Barton said: "Everyone already knows and trusts the Pritt name, so the Craft-it range is a natural extension to any adhesive fixture."


Henkel is expecting retail sales of over £1 million this year with potential to grow to as the range becomes established.


Nationwide promotion of Craft-it includes PR, an advertising campaign and new website