US OPINION: Craft retailers discover toys

Our US contributor looks at the rise of toys within US arts and crafts outlets.
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About two and a half years ago, I looked at the craft market and said in this publication:

The absolutely overwhelming majority is female, white, and childless. Also, the age profile is older than the population at large – three out of the four retailers have 70 per cent of their consumers at over 35 years as opposed to an average of 51 per cent. These demographic data also at least partly explain why the craft industry is not growing.

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