Influencer LaurDIY Crafts New Product Line

NORTH AMERICA–YouTuber Lauren Riihimaki, known as LaurDIY, has signed on a score of licensing partners to create a range of branded DIY craft kits and products.

April 6, 2018

Influencer LaurDIY Crafts New Product Line

Plaid Enterprises, Mattel, Cousin and C.R. Gibson are set to release new products for the YouTuber and social media influencers next year.


The Brand Liaison, LaurDIY’s licensing agency, brokered the deals.

First, Plaid Enterprises has created an entire collection of crafting tools–including fabric paints, markers and custom embellishments such as stencils, stickers, transfers, stamps, patches and a trim set. Many of the branded products will also be used by Riihimaki in many of her upcoming video projects. The themed crafting tools are slated to launch at retail in fall 2018.

Mattel has signed on to create a line of DIY crafting kits, including plush animals, desk accessories, frame and clip calendar sets, shadow boxes and custom letter board kits under its Rose Art division.

Meanwhile, Cousin has developed a range of jewelry kits that will enable users to create their own jewelry and hair products for any occasion. The new kits will include gem stones, cording, crowns,

stretch and other components selected by Riihimaki.

Finally, C.R. Gibson will debut a new collection of stationery and back-to-school products including notebooks, planners, agendas, pencil pouches and writing tools. The range will also offer some “DIY flare” through stickers and patches.

“My followers have been asking for LaurDIY merch for so long and I really wanted to find the right partners that would be able to produce unique products at a price that my fans will embrace,” says Riihimaki. “now with these incredible licensing partners, we have an entire collection of crafting tools and supplies, craft kits, jewelry, school supplies and so much more, that will give everyone a piece of the LaurDIY lifestyle, without spending a fortune.”

The LaurDIY-branded products are set to launch at retail in fall 2018. The merchandise collection will also be supported by social media and other marketing initiatives, including in-store appearances.

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