“It’s at the forefront of innovation”: Crafting meets social media as Flair launches Let’s Glow Studio

Flair has lifted the lid on a new genre-bending product launch called Let’s Glow Studio, a content creation craft kit that aims to merge the current demand for arts and crafts with the social media content creation space, using a new GlowFabric Technology to bring content to life.

The patent-pending retro-reflective technology reflects light back to its source to appear bright or lit up in the same colour as the light source, a technology that has previously only been used in products like safety vests, or stop signs. Through Flair’s Let’s Glow Studio, it is now finding its place in children’s crafting.

The new launch will enable kids to create a host of retro-reflective accessories and items of clothing to ‘glow up’ their selfie videos with crafting materials that can be used to light up social content across TikTok, YouTube, or IGTV videos, livestreams and photos.

“It’s going to be all about the social content they create,” Flair’s marketing manager, Iulia Toader, told ToyNews. “It’s such an incredible new concept, which is bang on trend, and we are so excited about introducing it to the market.”

The key line on the new boundary-pushing collection will be the Let’s Glow Studio, a kit that comes with ‘everything you need to create your own glow-up content,’ including a selection of retro-reflective stickers, hair clips, shutter shades, stick-on nails, and more.

Kids will be encouraged to use these crafting materials to create their own glow-up accessories. Once that has been achieved, children can hit the lights and shoot their selfie videos, using the included StarLight Clip, an LED Selfie Clip that can be attached to any phone, tablet or laptop.

“When the light shines at the retro-reflective material, while clipped in the line of sight, the camera will capture amazing colour changing visuals,” explained Toader. “It has 16 colour options, as well as four light-changing sequences, and speed control, giving children full control over their content. 

“Also launching for AW21 are three top-up packs, so kids can carry on creating. The hair, stickers and glove accessories will create endless fun filled videos.”

Aimed at kids aged eight years old and upwards, Flair has a keen eye on tapping into the tween and teen market with the range, drawing on interests in fashion, dance, and crucially, crafting. The concept itself has been born out of current social media crazes of TikTok’s glow stick dances and challenges, and the sharing of dancing and fashion content.

Toader said: “The IP has adopted technology to really help facilitate these trends, allowing kids to make creative content that they can really take ownership of and share with their friends. 

“In the toy industry, arts and crafts is a category wherein companies supply the tools that encourage children to be creative and express themselves – be it a paint brush and paint, a packet of Plasticine, or a Spirograph set with Spiro-Tracks and fine liner pens.

This is the best thing about arts and crafts – the creative play possibilities are exhaustive, thanks to the vast array of media at one’s disposal. And, with the explosion of social media, and the uptake of younger children using these platforms, and creating content for them, it’s only fitting that the arts and crafts category expands to encompass more socially driven products, which allow children to produce more creative digital content.

Let’s Glow Studio is a market leader in this sense – it’s at the forefront of innovation, and we’re so excited to see their reactions to the product, as well as their content.”

Let’s Glow Studio will launch with full marketing support, including TikTok and YouTube influencer content, as well as TV. Flair has also teased celebrity driven activity with stars known for their love of dance.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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