HobbyCraft launches glossy craft magazine

HobbyCraft, the arts and craft retail chain has launched a new glossy magazine to highlight the “fun of modern crafting”.

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The quarterly title is produced by Blue Door Media, a wholly owned subsidiary of Seven Publishing, and is available in all HobbyCraft stores and online

The magazine launch will be supported with a television campaign created by The Walker Agency and in-store activity.

HobbyCraft hopes to capitalise on the growing trend towards craft activities in the UK since the start of the recession.

The retailer has seen like for like sales in the craft category grow 15.2% in the year to date. HobbyCraft also plans to open three stores this year with more to follow in 2010, as part of an expansion strategy.

The retail chain has also partnered with UKTV lifestyle channel Home, to sponsor “home inspiration” programming on the channel from October until 13 December.

Chris Crombie HobbyCraft chief executive says: “There has been a huge surge in the number of people re-discovering the pleasure of many traditional activities that are great fun and can be enjoyed in the comfort of their own home. This is reflected in the sales increases we are seeing across all categories.

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