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Prima partners with The Works to launch craft kit range

Hearst UK has partnered with family-friendly value retailer, The Works for a bespoke range of Prima branded craft products.

The collection consists of 25 unique kits which are designed to inspire crafting in both adults and children, offering designs which are easy to follow and produced with the environment in mind.

Created exclusively for The Works – and now available online and across its 525 stores – the range also includes an extensive range of double-knit yarn, plus two packs of accessories for knitting and crochet.

The range is split into two key sections – Adult Kits and Make With Me Kits.

The Adult Kits are designed for ‘me time’, encouraging busy consumers to take time out of daily schedules to disconnect, while Make With Me is a new proposition aimed at getting children crafting.

Kits include Crystal Candles, Our Family Clay Wall Hanging, Family Tree Box Frame, Busy Bee Crochet Kit, Pebble Family Art and Matching Fingerprint Clay Necklace.

Produced with the environment in mind, all craft boxes are 100% FSC certified and fully recyclable, and consumers are encouraged to reuse and upcycle all packaging through helpful tips on the pack. The high-quality, super soft yarn, which comes in 36 different colours, is made from 100% recycled acrylic.

“We’re incredibly excited to be launching a collection of branded products with The Works,” commented Jo Checkley, editor in chief at Prima. “Prima is well known for its crafting inspiration, and we’re lucky to have some of the most creative and engaged readers. This bespoke range aims to capture the brand’s spirit and encourage everyone – from young children to busy adults – to find the joy in creating something beautiful.”

Sharon Douglas, chief brand officer, lifestyle, homes and weeklies at Hearst UK, continued: “At Hearst UK, we’re always looking for ways to bring our brands to life in new and exciting ways. We know that people regularly come to Prima for craft inspiration, and so, it made complete sense to partner with The Works on a range that brings together the whole family.”

Nina Findley, commercial director at The Works, added: “The Works customers and Prima readers share a passion for crafting and creativity, which is what makes this such an exciting partnership. We’ve seen a huge resurgence of interest in crafting in recent years, coupled with growing consumer demand for products that are both sustainable and affordable – this new range ticks all the boxes.

“We hope that these products inspire both new and existing customers to get creative, helps to grow our shared community of crafters and encourages families to spend quality time together, making their lives more fulfilled in the process.”

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