Hooked on Knitting and Crochet

The knitting and crocheting space represents one of the niche opportunities whose rise can be attributed to the Maker and Urban Craft movements over the past 15 years. Interest in knitting and crocheting has grown among all age groups, particularly millennials and Gen Zs.

As a result, a number of properties—from pop culture icons to crafty celebrities—have licensed their names for knitting and crochet kits. Some examples, launched from 2018 through this year:

  • Infant development brand Sophie la Girafe paired with Stitch and Story for knitting kits to make items such as baby hats and blankets. The licensee also holds rights for similar kits for Dick Bruna’s Miffy.
  • Warner Bros. paired with Aldi for an assortment of products, from plush to lunch accessories, that included DYI crochet and knitting kits, all tied to Harry Potter. Among the projects: the scarves of the four Hogwarts houses depicted in the books and films.
  • Karl Lagerfeld’s name was licensed to The Woolmark Company for a knitting kit containing four projects, all using merino wool.
  • Printers Row Publishing Group released Harry Potter Crochet, a follow-up to its bestselling Star Wars Crochet. Both contain a paperback book with project instructions, along with all the materials needed.

Of course, such deals were not unheard of prior to the past few years. Back in 2015, Sony Pictures’ Outlander was licensed to Lion Brand for knitting kits inspired by the 18th century Scottish shawls and sweaters portrayed in the TV series. And, in addition to kits such as these, there has also been some licensing activity in knitting project and pattern books, such as Insight Editions’ Harry Potter: Knitting Magic, released this year, as well as yarns for knitting and crocheting, including Martha Stewart’s with Lion Brand and Isaac Mizrahi’s with Premier Yarns.

In case you missed it, we recently published a take on some of the potential short- and long-term ramifications of the spread of COVID-19 on the licensing business. The piece offers a checklist of considerations for the licensing community to think about as it positions itself to survive and ultimately move forward. Read it here.

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