Klutz
Klutz is a U.S. children's craft kit and activity book imprint of Scholastic Inc., producing screen-free craft kits, activity books, STEAM toys, and licensed-IP products (Pokemon, Wings of Fire) priced $9.99–$24.99 for children ages 6–12, sold through the Scholastic Parent Store, school book fairs, and major retailers.
- Company typePrivate
- Founded1977
- HeadquartersPalo Alto, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Klutz does
Klutz is a U.S.-based children's activity product brand founded in 1977 and currently operating as a wholly-owned imprint of Scholastic Inc. (NASDAQ: SCHL). The company designs and distributes screen-free craft kits, activity books, journals, sticker books, and STEAM-oriented toys primarily targeted at children in grades Pre-K through 12 (with emphasis on ages 6–12), serving parents, caregivers, and educators who purchase the products as gifts or enrichment activities. Its catalog includes stained glass art kits, whipped clay projects, latch hook kits, watercolor sets, activity books featuring licensed intellectual property collaborations with brands such as Pokemon, Wings of Fire, and The Baby-sitters Club, and a co-branded LEGO & STEAM product line.
The underlying offering is fundamentally physical: each kit includes step-by-step printed instructions and all required materials, designed to function as a complete, ready-to-make project without supplemental supplies. Products are priced on a unit-purchase basis (pay-as-you-go) ranging from approximately $9.99 for entry-level activity and sticker books to $24.99 for premium craft kits, with no subscription component.
Klutz's go-to-market is product-led, with distribution anchored through Scholastic's institutional and consumer channels: the Scholastic Parent Store e-commerce platform, Scholastic Book Fairs in schools, and major third-party retailers including Amazon, Barnes & Noble, Books-a-Million, Target, Walmart, and Indiebound. Marketing is conducted primarily through Scholastic's owned email newsletters, social media channels, and book fair placement. Revenue is generated via one-time unit sales of physical products; no enterprise/B2B contracts, subscription revenue, or licensed platform revenue were identified in the data.
Klutz firmographics
Firmographics- Name
- Klutz
- Legal name
- Klutz (imprint of Scholastic Inc.)
- Website
- https://klutz.com
- Company type
- Private
- Founded year
- 1977
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Klutz is a U.S. children's craft kit and activity book imprint of Scholastic Inc., producing screen-free craft kits, activity books, STEAM toys, and licensed-IP products (Pokemon, Wings of Fire) priced $9.99–$24.99 for children ages 6–12, sold through the Scholastic Parent Store, school book fairs, and major retailers.
- Ownership category
- akta.pro rank
Klutz industry classification
Industry- Product category
- Children's Craft Kits and Activity Books
- NAICS
- Hobby, Toy, and Game Retailers (459120), Office Supplies, Stationery, and Gift Retailers (4594)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Blankbooks, Looseleaf Binders & Bookbindg & Relatd Work (2780)
- akta.pro primary industry
- Kids Crafts & Educational Craft Kits Retail (CRALACAG)
- akta.pro secondary industries
- DIY Craft Kits & Project Kits Retail (CRALACAH), Children’s Activity & Practice Books (Workbooks, Puzzles, Handwriting) (EDAGAIAE)
Keywords
Where Klutz is headquartered
LocationHeadquarters
- HQ city
- Palo Alto
- HQ country
- United States
- HQ region
- North America
Markets served
Klutz business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Physical Product Sales: One-time purchase model for craft kits, activity books, and art supplies sold through retail and e-commerce channels. Products are priced individually with no subscription component.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Craft Kits and STEAM Products |
| Unit Pricing | Pay-as-you-go | Activity Books Under $20 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Klutz product offering
Product offeringCore offering
Klutz designs, publishes, and distributes physical craft kits, activity books, stained glass art kits, sticker mosaics, journals, and STEAM-based hands-on products for children. Each kit includes step-by-step instructions and all required materials so children can complete projects independently without additional supplies. The portfolio is sold individually as one-time purchases through Scholastic's e-commerce storefront, major retail partners, and Scholastic Book Fairs.
Product overview
Klutz is a brand of books, toys, and craft kits for kids, published by Scholastic. The product portfolio includes art and craft kits (such as stained glass art, whipped clay, watercolor projects), activity books (including Pop-It! challenges, fortune tellers, invisible ink books), sticker photo mosaics, journals, and licensed property tie-ins (Pokemon, Wings of Fire, The Baby-sitters Club). Products target grades Pre-K through 12 and are designed for screen-free, hands-on creative learning experiences.
Differentiator
Problem solved
Functional benefit
Products and services
- Whipped Clay Froyo Shop
Companies that use Klutz
Customer profileSegments2 records
Ideal customer profiles2 records
Klutz technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Klutz partnerships and signals
Strategic signalScale indicators1 record
Recent moves6 records
Expansion highlights4 records
Klutz competitors and assessment
Company assessmentBroad incumbents
- National Geographic Kids: Children's media and product brand producing activity books, kits, and STEAM-focused products under a major licensed IP. Comparable in activity book and kit formats for children and in retail/school distribution through parent publisher.
- LEGO: Global leader in construction-based play with a broader portfolio beyond Klutz's minor co-brand collaboration. Comparable as a screen-free, hands-on creative play brand for children and as a major presence in the same retail aisles.
- Faber-Castell: Global arts and crafts manufacturer with a broad product line of art supplies and craft kits for children. Comparable as a children's creative-supplies brand sold through mass retail and educational channels.
- LeapFrog Enterprises: Educational toy and activity products company focused on early-to-middle childhood learning, with strong retail and educational distribution. Comparable in targeting parents seeking educational, screen-alternative or screen-augmented activity products for kids.
Direct peers
- Workman Publishing: Independent publisher known for activity books, calendars, and novelty kits for children and adults, including Brain Quest and various craft titles. Direct comparable in activity book format, craft kit publishing, and retail placement.
- Highlights for Children: Long-established children's activity book and puzzle brand with similar screen-free, hands-on product positioning. Comparable in targeting parents of children ages 6-12 and in producing activity books, crafts, and puzzles sold via retail and direct.
- Crayola: Iconic children's arts and crafts brand producing activity kits, coloring products, and creative supplies sold at mass retail and through book channels. Highly comparable in screen-free creative play positioning and broad retail distribution.
- Melissa & Doug: Leading maker of children's craft kits, activity toys, and pretend-play products sold through major retailers including Target, Walmart, and Amazon. Closely comparable in target customer (children ages 3-8), product format (all-materials-included kits), and retail distribution model.
- Usborne Books: Children's book publisher with a strong line of activity books, sticker books, and craft-adjacent titles. Comparable in targeting elementary-age readers and in activity/practice book formats similar to Klutz's offerings.
- Quarto Group: Global illustrated book publisher with significant children's activity, craft, and STEAM kit titles across multiple imprints. Comparable in children's craft/activity publishing, licensed IP tie-ins, and global retail distribution.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Klutz social profiles
Digital presenceKlutz financial estimates
Financial estimateRevenue estimate
Valuation estimate
Klutz leadership team
Management profileNumber of profiles
Klutz funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Klutz M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Klutz
What does Klutz do?
Klutz designs, publishes, and distributes physical craft kits, activity books, stained glass art kits, sticker mosaics, journals, and STEAM-based hands-on products for children. Each kit includes step-by-step instructions and all required materials so children can complete projects independently without additional supplies. The portfolio is sold individually as one-time purchases through Scholastic's e-commerce storefront, major retail partners, and Scholastic Book Fairs.
Is Klutz a public or private company?
Klutz is a private company. It is classified as corporate owned and is currently operating.
When was Klutz founded?
Klutz was founded in 1977. It employs 51 to 100 people.
Where is Klutz based?
Klutz is headquartered in Palo Alto, United States, in the North America region.
How does Klutz make money?
One revenue line is on record: physical Product Sales.
Who are Klutz's main competitors?
Broad incumbents on record are National Geographic Kids, LEGO, Faber-Castell and LeapFrog Enterprises. Direct peers are Workman Publishing, Highlights for Children, Crayola, Melissa & Doug, Usborne Books and Quarto Group.
Does Klutz have an API?
No public API is recorded for Klutz.
What industry is Klutz in?
Klutz's product category is Children's Craft Kits and Activity Books. Its primary akta.pro industry code is CRALACAG, Kids Crafts & Educational Craft Kits Retail, with a secondary code of CRALACAH, DIY Craft Kits & Project Kits Retail. Its NAICS code is 459120 and its SIC code is 3944.