Ann Williams
Ann Williams Group is a children's arts and crafts brand under PlayMonster Group LLC, headquartered in Bloomfield Hills, USA. It manufactures and globally distributes DIY craft kits across sub-brands including Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom.
- Company typePrivate
- Founded2012
- HeadquartersBloomfield Hills, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Ann Williams does
Ann Williams Group is a children's arts and crafts brand operating under PlayMonster Group LLC, headquartered in Bloomfield Hills, USA. The company manufactures and distributes DIY craft kits and related activity products designed for children and hobbyist consumers across global retail channels.
The product portfolio spans five disclosed sub-brands — Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom — covering distinct craft categories including weaving, friendship-bracelet making, sticker crafts, and loom-based activities. The brand was founded approximately 2012 by an automotive engineer who transitioned into consumer products, and currently operates with 11-50 employees.
Revenue is generated through one-time sale of craft kits distributed via PlayMonster's retail and e-commerce channels to global retailers. The company maintains an active consumer-facing presence on Facebook, Instagram, and YouTube, supporting brand engagement alongside its physical retail footprint. No disclosed financials, funding history, M&A activity, or named customer accounts are available in the input data, limiting visibility into revenue concentration and growth dynamics.
Ann Williams firmographics
Firmographics- Name
- Ann Williams
- Legal name
- Ann Williams Group
- Website
- https://annwilliamsgroup.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ann Williams Group is a children's arts and crafts brand under PlayMonster Group LLC, headquartered in Bloomfield Hills, USA. It manufactures and globally distributes DIY craft kits across sub-brands including Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom.
- Ownership category
- akta.pro rank
Ann Williams industry classification
Industry- Product category
- Children's Arts & Crafts
- NAICS
- Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912)
- SIC
- Pens, Pencils & Other Artists' Materials (3950), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools) (CRALACAC)
- akta.pro secondary industry
- Hobby & Model Kits Distribution (RC, Scale Models, Miniatures) (CRAOAMAD)
Keywords
Where Ann Williams is headquartered
LocationHeadquarters
- HQ city
- Bloomfield Hills
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Ann Williams business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Marketing or Sales, Operations
Revenue model
- Craft & Activity Kit Sales: Ann Williams generates revenue through the sale of craft and activity kits for all ages. Products feature innovative crafting methods and are designed with beautiful aesthetics at accessible price points. The company creates unique activity kits that integrate storytelling and immersive experiences beyond traditional crafting.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
Ann Williams product offering
Product offeringCore offering
Ann Williams Group manufactures and sells craft and activity kits for all ages through a portfolio of sub-brands including Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom. Operating as a brand under PlayMonster Group LLC, the company focuses on innovative, never-seen-before crafting methods that integrate storytelling and immersive experiences. Products are designed with beautiful aesthetics at accessible price points and sold through retail partners and e-commerce channels worldwide.
Product overview
Ann Williams Group is a craft and activity kit company that operates as part of PlayMonster. The company offers a portfolio of distinct sub-brands including Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom. These brands collectively provide unique activity kits that integrate storytelling and immersive experiences, going beyond traditional crafting with innovative, never-seen-before methods. The products target all ages and emphasize beautiful design at accessible price points, functioning as a multi-brand portfolio rather than a single unified product platform.
Differentiator
Problem solved
Functional benefit
Brands
- Craft-Tastic: Craft kits brand offering fun crafting projects
- Loopdedoo
- Craft Crush
- Sticker & Chill
- Loopdeloom
Products and services
- Craft-Tastic A craft brand offering a variety of craft kits and activities for all ages, featuring innovative crafting methods and materials.
- Loopdedoo A crafting brand featuring loop-based weaving and textile creation kits that provide unique, never-seen-before crafting methods.
- Craft Crush A craft brand offering crushable and creative activity kits with innovative crafting experiences.
- Sticker & Chill A sticker-based craft brand providing relaxing, creative activities for crafters.
- Loopdeloom A loom-based weaving craft brand offering creative textile projects.
Companies that use Ann Williams
Customer profileSegments1 record
Ideal customer profiles1 record
Ann Williams technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Ann Williams partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights3 records
Ann Williams competitors and assessment
Company assessmentDirect peers
- Crayola: Crayola is the dominant children's arts, crafts, and creative expression brand with global retail distribution. It competes directly with AWG's Craft-Tastic and Craft Crush sub-brands in craft kits, drawing materials, and creative activity products for children.
- Melissa & Doug: Melissa & Doug produces wooden toys, craft kits, and activity sets for children sold through toy stores and mass-market retailers. Its craft and activity kit line directly competes with AWG across similar age ranges and price points.
- Klutz: Klutz (a Scholastic brand) creates activity and craft kits that combine hands-on projects with instructional content for children. The storytelling-plus-craft positioning closely mirrors AWG's value proposition of integrating immersive experiences with crafting.
- Horizon Group USA: Horizon Group USA manufactures and distributes children's craft kits, activity kits, and DIY products across multiple sub-brands sold at mass-market and specialty retailers. Its multi-brand portfolio approach closely mirrors AWG's Craft-Tastic / Loopdedoo structure.
- Alex Toys: Alex Toys produces children's arts, crafts, and activity kits with a similar price-point and channel strategy to AWG. Its craft kit lines compete head-to-head in mass and specialty retail channels.
Broad incumbents
- PlayMonster Group LLC: PlayMonster is AWG's parent company and a broader toy and game portfolio operator with brands spanning games (Five Crowns, SET), classic toys (Spirograph, Koosh), and crafts. While not a direct peer, it provides the operational and distribution infrastructure AWG relies on and competes in adjacent toy categories.
- Hasbro: Hasbro is a global toy and games incumbent with craft-adjacent offerings (Play-Doh, Furby, Furreal) sold through the same mass-market and toy retail channels as AWG. Its scale and retailer relationships set the competitive baseline AWG must navigate.
- Mattel: Mattel is one of the largest global toy companies with craft and activity products (Barbie, Hot Wheels, Craft products). It competes for shelf space and consumer mind share across the same retail channels AWG depends on.
- Faber-Castell: Faber-Castell is a global art supplies and creative expression manufacturer with products spanning children's craft kits, drawing materials, and stationery. It competes in overlapping channels and at adjacent price points to AWG's craft kits.
Emerging players
- Skillmatics: Skillmatics is a fast-growing children's activity and game kit brand with strong digital-first marketing and retail expansion. It represents a newer competitor in children's activity kits with similar storytelling-and-activity positioning and a comparable accessible price-point strategy.
Market position
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Ann Williams social profiles
Digital presenceAnn Williams financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ann Williams leadership team
Management profileNumber of profiles
Ann Williams funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ann Williams 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 Ann Williams
What does Ann Williams do?
Ann Williams Group manufactures and sells craft and activity kits for all ages through a portfolio of sub-brands including Craft-Tastic, Loopdedoo, Craft Crush, Sticker & Chill, and Loopdeloom. Operating as a brand under PlayMonster Group LLC, the company focuses on innovative, never-seen-before crafting methods that integrate storytelling and immersive experiences. Products are designed with beautiful aesthetics at accessible price points and sold through retail partners and e-commerce channels worldwide.
Is Ann Williams a public or private company?
Ann Williams is a private company. It is classified as corporate owned and is currently operating.
When was Ann Williams founded?
Ann Williams was founded in 2012. It employs 11 to 50 people.
Where is Ann Williams based?
Ann Williams is headquartered in Bloomfield Hills, United States, in the North America region.
How does Ann Williams make money?
One revenue line is on record: craft & Activity Kit Sales.
Who are Ann Williams's main competitors?
Direct peers on record are Crayola, Melissa & Doug, Klutz, Horizon Group USA and Alex Toys. Broad incumbents are PlayMonster Group LLC, Hasbro, Mattel and Faber-Castell. Skillmatics is listed as an emerging player.
Does Ann Williams have an API?
No public API is recorded for Ann Williams.
What industry is Ann Williams in?
Ann Williams's product category is Children's Arts & Crafts. Its primary akta.pro industry code is CRALACAC, Crafting Tools & Equipment Retail (Cutting, Adhesives, Heat Tools), with a secondary code of CRAOAMAD, Hobby & Model Kits Distribution (RC, Scale Models, Miniatures). Its NAICS code is 339930 and its SIC code is 3950.