Olympic champion, and crafting icon Tom Daley has teamed up with Hobbycraft, UK’s largest arts and crafts retailer, to design and launch a brand new Made With Love by Tom Daley range, exclusively available online and in-store from Thursday 2nd October.
The 11-piece collection celebrates Tom’s love of yarn crafts with a fun, animal and fruit inspired twist; featuring crochet kits that make dogs, zebras and giraffes, to positive slogan embroidery designs and fun iron-on patches.
Perfect for beginners and experienced makers alike, each kit comes with everything needed to get started, from hooks and threads to easy-to-follow instructions, so even first-time crafters can dive in, making them an ideal way to relax, unwind and embrace learning a new hobby or refining a current one.
Tom has become a cultural force in the crafting world. He gained widespread attention for knitting in the stands at the Tokyo 2020 Olympic and since then, has made yarn crafts “cool” again, making them accessible to a new audience, and titled by many as the “Tom Daley effect”, inspiring a surge in crafting across the UK, especially amongst the Gen Z community, with nearly one in five (19%) turning to this craft to lift their mood – the highest of any age group. While traditionally seen as a pastime of older generations, just 12% of over 75s favour crochet compared to other crafts.
This phenomenon reflects Tom Daley’s national treasure status and the craft’s appeal as a meditative and stress-relieving activity. Hobbycraft’s recent Power of Making Report in partnership with mental health charity Mind, revealed over half of survey respondents (53%) who take part in crafting say that it improves their mood and 59% feel a real sense of achievement from crafting. Other reported benefits to crafting include improved general wellbeing (48%), reduced stress (48%), less screen time (46%), boosted confidence (21%) and social connection (14%).
Over the past year, searches for “crochet” on Hobbycraft.co.uk skyrocketed by 184% and “crochet kit” increased by 32% respectively, suggesting that customers are keen to expand their skills.
Tom Daley comments: “Crafting has been such a big part of my life in recent years, it’s my way to relax and express myself. This is why I am so excited to be launching this brand new Made With Love range exclusively at Hobbycraft as the collection has been designed to inspire creativity while also allowing makers to add their own fun, quirky touch to their crafting experience. I can’t wait to see the results from those making and creating with these new products.”
Paul Solly, trading & marketing director Hobbycraft, comments: “Tom’s passion and enthusiasm for yarn crafts is infectious. We’ve loved working collaboratively with him on this collection. At Hobbycraft we’re passionate about hobbies and crafting and helping our customers enjoy more of what they love every day, and this new Made With Love by Tom Daley range will do this.”
The 11-piece range was developed in partnership with J.Gordhan, Hobbycraft’s strategic manufacturing partner. Prices start at £4.00, and the full range can be shopped at hobbycraft.co.uk/brand/made-
