Crafting is becoming the entertainment industry's next big sequel

Not every blockbuster ends when the credits roll. Increasingly, the world's biggest film franchises are finding new ways to remain part of family life long after cinema visits are over, expanding beyond toys and merchandise into activities that encourage children to create rather than simply consume. In an era where parents are looking to balance screen time with hands-on play, licensed craft products have become one of the fastest-growing corners of the family entertainment market.

That shift reflects a broader change in how children engage with their favourite characters. Rather than passively watching stories unfold, many now want to build, personalise and display the worlds they enjoy on screen. It is a trend that has fuelled growing demand for creative activities that extend the life of major film releases while offering something that feels more rewarding than another afternoon in front of a tablet.

Following the success of this summer's latest Minions & Monsters film,Craft Buddy is tapping into that appetite with a new collection of officially licensed Crystal Art® Buddies, bringing some of the franchise's best-loved characters from the cinema into the craft room.

The collection includes Gru, alongside fan favourites Ron, Tim and Gus, each recreated as a miniature Crystal Art® project. Using hundreds of individually placed resin crystals, crafters gradually build colourful freestanding display figures that capture the playful personalities and unmistakable designs of the characters. At £4.99 per kit, they are positioned as accessible creative projects for children, families and collectors alike.

The appeal lies in more than simply recreating familiar faces. Diamond painting, the craft on which Crystal Art® is based, has experienced remarkable growth over recent years as consumers increasingly embrace hobbies that combine creativity with mindfulness. For younger audiences, it offers an opportunity to develop concentration, patience and fine motor skills while producing something tangible to display once completed.

For entertainment brands, collaborations of this kind also represent a natural evolution. Successful family franchises increasingly extend beyond the cinema into publishing, gaming, live experiences and now crafting, allowing audiences to interact with beloved characters in multiple ways. Rather than replacing traditional merchandise, creative activities deepen engagement by inviting children to become active participants in the stories they enjoy.

Craft Buddy has built much of its success around that philosophy, combining officially licensed properties with accessible craft formats that appeal across generations. Its expanding Crystal Art® portfolio spans some of the world's biggest entertainment brands, reflecting a market where licensing is increasingly driven by experience as much as collectability.

As family entertainment continues to evolve, the most successful franchises are those capable of living beyond the screen. By turning favourite characters into creative projects rather than static products, collections such as the new Minions & Monsters Crystal Art® Buddies demonstrate that, for many families, the most memorable part of the story may begin only after leaving the cinema.