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Licensed crochet patterns and kits, particularly of small, amigurumi-style stuffed creatures, are experiencing a high in 2025, with many new deals building on the steady growth of the craft, and licensing’s role in it, since the early 2000s. Easily available patterns on the Internet, the rise of crocheting influencers, and sales of finished products by makers on sites like Etsy and at in-person craft fairs have all helped propel the phenomenon forward.  

Some of the key players in the licensed portion of the market include: 

• The Woobles. A leader in crochet kit licensing, the company announced last week it was adding Netflix’s KPop Demon Hunters to its long list of IPs. Its other properties, new and ongoing, include Bluey, The Grinch, Wicked, Scooby-Doo, Peanuts, Lord of the Rings, Minecraft, and Hello Kitty and the other Sanrio characters, among others. 

• Readerlink’s Thunder Bay Press imprint. The publisher has offered amigurumi kits based on properties such as Star Wars for many years and now sells books and kits for Disney IPs from Nightmare Before Christmas to Disney Princess, as well as several from Warner Bros.’ portfolio, including Beetlejuice, Harry Potter, and Friends. Its other properties range from The Office to Stranger Things. In addition to the crochet kits, it often releases embroidery kits, along with books focused on other crafts, for its licensed IPs. 

• Innovative Designs. This purveyor of stationery, arts, and crafts has released a series of crochet kits tied to Disney properties, from Lilo & Stitch to Pooh. Other current highlights outside of the Disney realm include products based on Wicked.  

• Crochet Society. A specialist company based in the U.K., Crochet Society sells licensed crochet kits for properties including Care Bears, Peanuts, and Wicked.  

• Horizon Group. This leading arts and crafts licensee got into the crochet kit market as part of its Squishmallows license with Jazwares. The kits, for characters such as Bebe the Bluebird and Wendy the Frog, are part of a broader arts and crafts agreement between the licensee and licensor. 

Other companies, including crochet specialists, broader arts and crafts manufacturers, publishers of book-and-supply kits, and generalist toy companies, sell crochet kits as well, with licensed examples sometimes in the mix. Makers who got their start creating unofficial amigurumi-style patterns tied to characters, celebrities, and the like are joining the realm of licensees as well. 

One notable example is Crafty is Cool, founded by Allison Hoffman. After experiencing success selling a range of crochet patterns to fans online, she began working with corporations, including for custom crochet pieces for promotional giveaways (e.g., to support The Property Brothers’ children’s book Builder Brothers), custom characters (e.g., NFL quarterback Jalen Hurts for a charity event), and handmade branded items (e.g., dolls for A$AP Rocky, to be sold as part of his collaboration with Selfridge’s). Last year, Hoffman collaborated with Gabbacadabra, via its licensing agent Golden Sombrero, to create crochet kits of the Yo Gabba Gabba! characters, sold through the property’s online shop. 

Watch for Raugust Communications’ monthly e-newsletter in your inbox tomorrow, November 18, 2025. The Licensing Topic of the Month looks at the strength of gaming ecosystems and how the licensing business as a whole can capitalize on the trend, while the Datapoint research spotlight analyzes the growth of character/entertainment properties within the licensed beauty sector in recent years. If you’re not yet a subscriber to this free publication, you can sign up here.