Pritt, the Henkel-owned glue brand, is targeting the £15m adult craft glue market with the launch of a specialist adhesives range.
The Pritt Craft-It range includes 16 different products catering for a wide range of activities from card making to jewellery design. The range includes glue sticks, mounting tapes, spray adhesives, hot melt guns and rollers.
The products are being rolled out across major retailers, stationery stores and specialty stores Hobby Craft and Wilkinsons this month. Prices range from £1.99 to £6.99.
The launch will be supported by a marketing and PR campaign targeting women, although it is not clear what it will include.
Henkel product manager for Craft-It, Jemma Barton, says the German-based company is looking to tap into the growing adult craft market with "crafters" spending an average of £35 on the hobby each month.
Henkel expects retail sales to exceed £1m this year. The company claims it is the first time a major brand has launched a unified range of adhesive products targeting the adult craft market.