What Cricut does

Cricut, Inc. (NASDAQ: CRCT) is a publicly traded creativity platform company headquartered in South Jordan, Utah, that designs, manufactures, and sells smart cutting machines, heat presses, consumable materials, software, and subscription services for the DIY crafting and personalization market. Founded in 2012 and taken public in 2021, Cricut generated $708.8M in FY2025 revenue with 3.09M paid Cricut Access subscribers as of Q4 2025, serving hobbyist crafters (primary segment), educators, military/veterans, and small business owners across the U.S., Canada, the U.K., Australia, Japan, China, New Zealand, Brazil, Mexico, and META regions.

Cricut's product portfolio spans five cutting machine lines (Joy, Joy Xtra, Explore, Maker, and wide-format Venture), five heat press models (EasyPress SE/Mini/Mini LT/Autopress/Mug Press), and an extensive materials catalog including vinyl, iron-on, Infusible Ink, smart materials, and printable sheets. All hardware is designed to operate with the Design Space software platform, which provides access to a 1.7 million image library, Guided Flows onboarding, automatic material intelligence, and the AI Project Designer (launched April 2026) for natural-language generative design. The Cricut Access subscription unlocks premium fonts, templates, and monthly AI Credits, while a new DTF Transfers print service extends monetization into on-demand fabric printing.

The business model combines one-time hardware and consumable sales (sold DTC through cricut.com, via Michaels as primary retail partner, and through major retailers including Walmart, Target, and Amazon, plus Harvey Norman in New Zealand) with recurring Cricut Access subscriptions and Affirm-powered financing. The Platform segment runs at approximately 80% gross margins, and the company ended FY2025 with no debt, approximately $200M in operating cash flow, and a remaining ~$40M buyback authorization, despite a multi-year revenue decline from the 2021 peak of $1.3B to $708.8M in FY2025. The June 2026 'Think It. Make It. Cricut.' brand repositioning is an explicit attempt to shift the company's center of gravity from hardware units toward the Design Space ecosystem.

Name

Cricut

Legal name

Cricut, Inc.

Website

https://cricut.com

Company type

Public

Founded year

2012

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Cricut, Inc. (NASDAQ: CRCT) designs and sells smart cutting machines, heat presses, consumable materials, and the Design Space software platform with Cricut Access subscriptions, serving DIY hobbyists, educators, military, and small business owners globally.

Ownership category

akta.pro rank

Product category

Consumer Crafting Electronics

NAICS

Small Electrical Appliance Manufacturing (335210), Computer and Peripheral Equipment Manufacturing (33411), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

Embedded, Maker Platforms & Development Kits Retail (CRACAKAI)

Keywords

• Smart cutting machines
• Creative design software
• DIY crafting electronics
• Heat press equipment
• Crafting materials and accessories

Headquarters

HQ city

South Jordan

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure

Revenue model

1. Product Segment (Hardware): Sales of smart cutting machines (Joy, Explore, Maker lines) and heat presses (EasyPress, Autopress, Mug Press, Hat Press).
2. Cricut Access Subscription: Annual recurring subscription service providing access to premium fonts, images, project templates, and AI Credits. Subscribers receive monthly AI Credits for using AI Project Designer, while free users receive one-time AI Credit allocations. Subscription growth of over 4% year-over-year.
3. Consumable Materials and Accessories: Printable materials including vinyl, iron-on, smart materials, paper, cards, Infusible Ink, stickers, printables, foil transfer sheets, and specialty items. Also includes printable temporary tattoo sheets and magnet sheets. Sold in various pack sizes and formats.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels10 records

Core offering

Cricut designs, manufactures, and sells a connected ecosystem of smart cutting machines, heat presses, the Design Space software platform, consumable materials, and a Cricut Access subscription service that enables consumers and small businesses to create personalized physical items such as vinyl decals, stickers, cards, T-shirts, and home decor. The integrated platform combines proprietary hardware sensors, AI-powered design tools, and a content library of 1.7 million images, with the machines serving as the entry point and consumables and subscriptions driving recurring revenue.

Product overview

Cricut is a creativity platform that provides an integrated ecosystem of smart cutting machines, heat presses, software, materials, and subscription services for DIY crafting and personalization. The product portfolio centers on smart cutting machines (Cricut Joy 2, Joy Xtra, Explore 5, Maker 4, and Venture) and heat presses (EasyPress SE, EasyPress Mini, EasyPress Mini LT, Autopress, and Mug Press), all powered by the Design Space software platform. The ecosystem includes the Cricut Access subscription service, DTF Transfers print service, and a comprehensive range of materials and accessories. The platform enables users to design personalized items for crafting, heat transfers, and creative projects through both hardware and software integration.

Differentiator

Problem solved

Functional benefit

Brands

• Cricut Design Space: The company's core software platform for designing and creating projects with Cricut machines
• Cricut Access
• DTF Transfers

Products and services

• Cricut Joy 2 Ultra-compact smart cutting machine for quick everyday projects such as cards, full-color stickers, decals, and labels. Features Print Then Cut capability and improved cutting precision for over 75 materials, targeting hobbyist crafters and new users.
• Cricut Joy Xtra Compact cutting machine with full-size possibilities, designed for popular projects including full-color stickers, custom cards, and T-shirts, with an MSRP of $179.00.
• Cricut Explore 5 12-inch smart cutting machine for vinyl decals, stickers, cards, and T-shirts. 30% more compact than predecessor and compatible with six tools, with ability to create in multiples.
• Cricut Maker 4 The ultimate smart cutting machine in the Cricut lineup with maximum versatility for advanced crafting projects and support for over 100 materials.
• Cricut Venture Wide-format professional cutting machine designed for larger-scale professional cutting projects for small businesses and prosumers.
• Cricut EasyPress SE Heat press available in 9x9 inches ($99) and 12x10 inches ($119) sizes with ceramic-coated heat plate reaching up to 400°F. Supports iron-on, Infusible Ink, sublimation, and DTF materials, and includes an insulated safety base and auto-off feature.
• Cricut EasyPress Mini Compact handheld heat press with three heat settings designed for smaller heat transfer projects.
• Cricut EasyPress Mini LT Compact handheld heat press with a single heat setting designed for basic heat transfer projects.
• Cricut Autopress Commercial-style output heat press designed for easy home-friendly operation while delivering professional-quality heat transfers.
• Cricut Mug Press Specialized heat press for creating vibrant, professional-quality personalized mugs for hobbyist crafters and small businesses.
• Cricut Design Space Central software platform powering the Cricut ecosystem, enabling users to design projects, access AI Project Designer for generative design capabilities, and manage the crafting workflow. Includes access to 1.7 million images and extensive design libraries.
• Cricut Access Subscription service providing access to extended design libraries, premium fonts, images, over 1,000 project templates, and monthly AI Credits for the AI Project Designer.
• DTF Transfers Direct to Film printing service enabling users to order custom printed designs for heat transfer applications, expanding platform monetization beyond hardware sales.
• Cricut Materials Extensive range of consumable materials including iron-on (HTV), vinyl, paper and cards, Infusible Ink, stickers and printables, smart materials, specialty materials, foil transfer sheets, and maker-only materials.
• Machine Tools & Accessories Blades, tools, machine mats, pens and markers, replacement parts, quickswap tools, foil transfer kits, hand tools, crafting tools, storage and organization, lighting, self-healing mats, and EasyPress mats.

Quantifiable outcome

• 87% containment rate in AI customer service implementation with Zoom Virtual Agent
• +4 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• MichaelscoreChannel Partner/ Reseller/ Distributor · 26 February 2026Michaels is the primary retail partner for Cricut's next-generation machines. The partnership includes exclusive colorways — Jade Green for Cricut Joy 2 and Teal for Cricut Explore 5 — only available at Michaels. The retailer also serves as a key channel for the EasyPress SE launch in U.S. and Canada markets.
• ZoomcoreTechnology or Integration · 1 January 2026Cricut uses Zoom Virtual Agent for AI-powered customer service, achieving an 87% containment rate and potential cost reductions of up to 25%. This demonstrates Cricut's deployment of enterprise-grade AI customer service technology.
• Harvey NormancoreChannel Partner/ Reseller/ Distributor · 9 December 2025Harvey Norman holds exclusive rights to sell Cricut's printable temporary tattoo sheets and printable magnet sheets in New Zealand market. Products are priced at NZD $19.85 per pack of three A4 sheets, targeting home users who print designs with domestic inkjet printers and cut them with Cricut devices.
• Cricut Authorized EDU ResellerscoreChannel Partner/ Reseller/ DistributorNetwork of authorized resellers that help schools and educators purchase Cricut products through purchase orders and tax-exempt transactions. Resellers connect with schools via the cricutforschools.com briefing platform. Supports Cricut Certified Educator Program and classroom adoption.
• Acceleration PartnersminorGTM or Marketing PartnerAward-winning affiliate program management team managing Cricut's affiliate program. Affiliates earn up to 12% commission, receive 30% welcome discount, and benefit from 5-day cookie length. Weekly promotional highlights and support provided.
• AffirmminorGTM or Marketing PartnerFinancing partner providing payment options for Cricut product purchases. Offers rates from 0% APR or 10-36% APR with terms like 4 interest-free payments every 2 weeks. Enables higher average order values through installment purchasing.
• GoCertifyminorGTM or Marketing PartnerThird-party verification platform powering Cricut's Teacher Discount and Military & Veteran Discount programs. Verifies eligible users and delivers discount codes via email. Separate terms and restrictions apply.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Silhouette America: Silhouette America is Cricut's most direct competitor, offering the Silhouette Cameo line of desktop cutting machines paired with its own design software (Silhouette Studio). Both companies sell to hobbyist crafters and small businesses through similar retail and DTC channels with comparable price points.
• Brother Industries: Brother competes directly with Cricut through its ScanNCut line of home cutting machines, including built-in scanners and LCD touchscreens. Both companies target DIY crafters and small business owners in the consumer crafting hardware category with similar price-band offerings.
• Sizzix: Sizzix (a division of Ellison) manufactures die-cutting machines, embossing tools, and crafting accessories for hobbyists. While focused on manual and electric die-cutting rather than digital cutting, Sizzix serves the same DIY crafting audience and competes for the same discretionary crafting dollars.
• Roland DG: Roland DG offers professional-grade cutting machines, printers, and engraving devices for sign-making, apparel decoration, and crafts. While its products are typically higher-priced and more pro-oriented than Cricut's, Roland addresses the prosumer/small-business user with overlapping product categories (vinyl cutting, heat-transfer workflows).

Emerging players

• Glowforge: Glowforge makes desktop laser cutting and engraving machines aimed at makers, crafters, and small businesses. It overlaps with Cricut's user base in creating personalized physical products but uses laser technology rather than blade cutting, positioning as an adjacent rather than head-to-head alternative.
• xTool: xTool is an emerging maker of desktop laser engravers and cutting machines targeting hobbyists and small businesses. Like Glowforge, it competes for the same crafting/DIY customer wallet but with a different cutting technology, representing a growing alternative category to Cricut's blade-based machines.

Broad incumbents

• Canva: Canva is a broad creative design platform with a large user base of hobbyists, small businesses, and educators that overlaps with Cricut Design Space's user persona. While Canva focuses on digital design rather than physical crafting, its design tools and templates compete for the creative expression use case Cricut's AI Project Designer addresses.
• Adobe: Adobe's Creative Cloud (Photoshop, Illustrator, Express) is a much larger creative software platform with overlapping design functionality to Cricut Design Space. Adobe targets professional creators, hobbyists, and small businesses and represents a broader-platform incumbent in the creative tooling space Cricut is repositioning into.
• HP: HP is a broad incumbent in printing and creative hardware with adjacent products (HP Tango/Envy printers with craft-friendly features, HP Create). HP's printing ecosystem overlaps with Cricut's Print Then Cut workflow and competes for the home-based crafting and personalization use cases.

Others

• Pinterest: Pinterest is a visual discovery platform heavily used by DIY crafters for project inspiration and is a key marketing channel for the crafting category. While not a product competitor, Pinterest is a meaningful ecosystem participant where Cricut's audience discovers projects and patterns an ecosystem dependency.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCenmvBlGmukLZG0ELpS6mRQ
• Facebookfacebook.com/cricut
• LinkedInlinkedin.com/company/cricut
• Instagraminstagram.com/cricut
• TikToktiktok.com/@cricut

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cricut