PAAS Easter Eggs

What PAAS Easter Eggs does

PAAS Easter Eggs is a consumer products brand specializing in the manufacture and sale of Easter egg decorating kits, founded in 1881 by William Townley — a Newark, New Jersey drug store owner who invented the original PAAS Easter egg dye tablets and renamed his business the PAAS Dye Company after the Pennsylvania Dutch term for Easter. The brand is owned and operated by Signature Brands LLC, headquartered at 13023 Tesson Ferry Road, Suite 105, St. Louis, Missouri. PAAS sells more than 10 million kits per year in the United States, making it the leading Easter egg decorating brand in the category.

The core product portfolio centers on dye tablets and decorating kits spanning two main categories: traditional egg decorating kits (Classic, Deluxe, Color Cups, Megga Color Cups) that use dye tablets with water and vinegar, and the Eggsperiments® science-based kits (Crystal Growing, Active Volcano) that combine egg decorating with STEM learning activities. Adjacent lines include themed craft kits (Mermaid Tails, Unicorn, Dinosaur Eggs, Cosmic, Golden Shimmer), the Magic Color product family (Shapes, Wipes, Powder) using alternative instant-dye application methods, specialty kits (Disco, Neon, Tie Dye, Marble, Color Whip, Speckle Spray, Camo), accessories (Egg Dippers, Whiskers, Color Cups), family kits (Deggorating Party), and bundles combining multiple products. Underlying technology includes proprietary dye formulations, instant dye pad systems, food-grade shimmer glaze, crystal growing solutions, color whip foam systems, and squeeze sprayer dye application.

PAAS operates a hybrid B2C go-to-market model: direct-to-consumer e-commerce via paaseastereggs.com, Amazon marketplace distribution, and physical retail across the United States. Pricing is unit-based, ranging from $10.99 (Deggorating Party kit) to $29.99 (2-piece Eggsperiments bundle), with most kits priced $16.99–$18.99. Marketing channels include organic Instagram (@officialpaaseastereggs) and Facebook (PAASeaster), an educational Eggsperiments blog, a Tips & Tricks content hub, brand mascots (Paws, Shelly, Feathers, Eggberts), and an email newsletter. No funding rounds, M&A activity, or AI capabilities are evidenced in the source material.

Name

PAAS Easter Eggs

Legal name

Signature Brands LLC

Website

https://paaseastereggs.com

Company type

Private

Founded year

1881

Operating status

Operating

Short description

PAAS Easter Eggs, owned by Signature Brands LLC, is a St. Louis-based consumer products brand founded in 1881 that manufactures and sells Easter egg decorating kits, including traditional dye kits and Eggsperiments® science-based kits, to U.S. families with children via D2C, Amazon, and physical retail.

Ownership category

akta.pro rank

Product category

Consumer Crafts and Holiday Decorating Kits

NAICS

Doll, Toy, and Game Manufacturing (33993)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Party & Entertaining Disposable Supplies (CRAJAGAL)

Keywords

• Easter egg dye kits
• Egg decorating crafts
• Holiday craft supplies
• Easter activity kits
• Children craft kits

Headquarters

HQ city

St Louis

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: Revenue from selling egg decorating kits and accessories directly to consumers through the company website
2. Marketplace Sales: Revenue from selling products through Amazon marketplace with 'Buy on Amazon' options

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

PAAS Easter Eggs manufactures and sells Easter egg decorating kits to families and children, offering traditional dye-tablet kits (Classic, Deluxe, Color Cups), themed novelty kits (Unicorn, Mermaid Tails, Dinosaur, Cosmic, Disco), and Eggsperiments™ science kits that combine egg decorating with STEM experiments like crystal growing and active volcano activities. The product line also includes Magic Color application kits (Shapes, Wipes, Powder), specialty techniques (Tie Dye, Marble, Neon, Color Whip), and accessories such as egg dippers and Whiskers tools.

Product overview

PAAS Easter Eggs is a consumer products company specializing in Easter egg decorating kits and crafts. The product portfolio consists of two main categories: Traditional Egg Decorating Kits (Classic, Deluxe, Color Cups, and variants) that use dye tablets with water and vinegar, and Eggsperiments Science Kits that combine egg decorating with STEM learning activities like crystal growing and volcano experiments. Additional product lines include Craft Kits with themed decorations (Mermaid Tails, Unicorn, Dinosaur, Cosmic, Golden Shimmer), Magic Color Products (Shapes, Wipes, Powder) offering alternative application methods, specialty kits (Disco, Neon, Tie Dye, Marble), and accessories (Egg Dippers, Whiskers, Color Cups). The company also offers Family Kits for group activities and Bundles combining multiple products. Founded in 1881, PAAS has been helping families dye eggs for over 140 years, with Americans purchasing more than 10 million PAAS Easter egg kits annually. PAAS is a trademark owned by Signature Brands, LLC.

Differentiator

Problem solved

Functional benefit

Brands

• Eggsperiments: Science-themed Easter egg decorating kits combining colorful egg decorating with engaging scientific experiments such as crystal growing and active volcano activities.

Products and services

• Camo Egg Decorating Kit Camo-themed Easter egg decorating kit for creating camouflage-patterned eggs.
• Spring Into Easter Egg Decorating Kit Garden-themed kit with Easter Basket egg holders, Butterflies, and Flower accents including 6 dye tablets, 38 stickers, 8 egg stands, 6 eggarounds, 1 egg dipper, 1 drying tray and 3 accessory sheets.
• Shimmer Ice Egg Decorating Kit Kit featuring food-grade shimmer glaze that creates a shimmering effect on dyed eggs. Includes 1 pouch of shimmer glaze, 1 egg dipper, 1 small bag, 18 egg stands, 3 dye tablets and 1 drying tray.
• Disco Egg Decorating Kit Party-themed kit using confetti glitter and food-grade glue to create Disco Ball eggs with roller skate and dance floor egg stands. Includes 8 egg stands, 4 dye tablets, 1 drying tray, 1 accessory sheet, 1 large bag, 1 egg dipper, 1 glue pen and 2 pouches of confetti glitter.
• Color Blast Egg Decorating Kit Outdoor sprayer-based kit where users squeeze a sprayer to apply PAAS food-safe dye onto eggs. Includes 6 dye tablets, 1 accessory sheet, 1 sprayer and 1 color blast tray.
• Eggsperiments Crystal Growing Egg Science Kit Science kit combining Easter egg decorating with crystal growing experiments. Includes 4 beakers, 4 beaker labels, 8 dye tablets, 1 instruction sheet, 12 egg stands, 1 magnifier, 2 pairs of gloves, 1 egg dipper, 2 pouches crystal growing powder, 1 glue pen, and 1 poker.
• Ultimate Coloring Egg Decorating Kit Comprehensive kit for creating dozens of vibrant Easter eggs with color cups, egg dippers, dye tablets, stickers, eggarounds, crayon, paint brush, and paint. Includes 88 stickers, 8 egg stands, 6 eggarounds, 5 color cups, 5 dye tablets, 2 egg dippers, 1 magic crayon, 1 paint brush, 1 ombre dipper, 1 gold paint pouch, and 1 drying tray.
• Megga Color Cups Egg Decorating Kit Large-scale kit with 12 cups and 12 dye tablets to color a dozen eggs simultaneously. Includes 12 Color Cups, 12 Dye Tablets, 6 Egg Dippers, 2 Magic Crayons, 28 Egg Stands, and 1 Drying Tray.
• Eggsperiments Active Volcano Egg Science Kit Science kit featuring a volcano assembly for dyeing eggs by lowering them into overflowing volcano. Includes 1 pair of gloves, 1 volcano assembly set, 1 egg dipper, 48 stickers, 12 egg stands, 4 pouches reactive dye, and 1 instruction sheet.
• Color Cups Egg Decorating Kit No-measuring, no-mess egg decorating solution using unique cups where users add dye tablet, water and vinegar. Includes 5 color cups, 5 dye tablets, 1 egg dipper, and 1 magic crayon.
• Classic Egg Decorating Kit Entry-level kit with 6 different colors of food-safe PAAS dye for making a full spectrum of colored eggs. Includes 88 stickers, 4 egg stands, 6 dye tablets, 3 eggarounds, 1 comic, 1 egg dipper and 1 drying tray.
• Deluxe Egg Decorating Kit Larger kit with 9 different colors of dye for decorating up to 24 eggs, including egg dippers, dye tablets, stickers, eggarounds, egg stands, and Magic Crayon. Includes 88 stickers, 8 egg stands, 9 dye tablets, 6 eggarounds, 1 egg dipper, 1 magic crayon, 1 exclusive comic, and 1 drying tray.
• Mermaid Tails Egg Decorating Kit Kit using reusable netting to create Mermaid Scale look on dyed eggs with stickers and egg stands. Includes 39 stickers, 4 Dye Tablets, 4 Netting Sleeves, 8 Rubber Bands, 1 Egg Dipper, and 1 Drying Tray.
• Magic Color Shapes Egg Decorating Kit Instant dye system where users add shapes to water without waiting for tablets to dissolve or needing vinegar. Includes 5 Instant Dye Pads, 2 Egg Dippers, 8 Egg Stands, and 1 Drying Tray.
• Magic Color Wipes Egg Decorating Kit Kit using liquid dye applied with cloths to transform eggs into vibrant colored patterned eggs. Includes 8 Cloths, 1 Pair of Gloves, 3 Pouches of Liquid Dye, 8 Egg Stands, and 1 Drying Tray.
• Magic Color Powder Egg Decorating Kit Kit using powder dye pouches that fizz when added to water and vinegar solution for instant colored dye. Includes 5 Pouches Powder Dye, 2 Egg Dippers, 8 Egg Stands, and 1 Drying Tray.
• Dinosaur Eggs Easter Egg Decorating Kit Kit using cracked shell technique where eggs are placed in bag with dye then shell is removed to reveal unique designs underneath. Includes 1 mallet, 3 small bags, 3 pouches liquid dye, 1 pair of gloves, and 1 drying tray.
• Golden Shimmer Egg Decorating Kit Kit with shimmer paints and metallic gold stickers for creating dazzling golden eggs. Includes 24 gold stickers, 8 egg stands, 4 dye tablets, 1 drying tray, 1 egg dipper, 1 paint brush, and 2 pouches gold paint.
• Paints Egg Decorating Kit Kit with dye tablets, paint brush, and paint tray for mixing shimmer paints and creating custom colors. Includes 8 egg stands, 6 dye tablets, 1 paint brush, 1 egg dipper, 1 drying tray, 1 paint tray and 4 pouches of paint.
• Cosmic Egg Decorating Kit Space-themed kit using liquid dyes for decorating up to 48 eggs with unique cosmic appearance. Includes 4 liquid dye pouches, 69 stickers, 8 egg stands, 4 small bags, 2 egg dippers, 2 pair of gloves, 1 glitter pouch, 1 glue pen and 1 drying tray.
• Speckle Spray Egg Decorating Kit Kit using spray tool with food-safe dyes to create speckled egg effects. Includes 8 egg stands, 5 markers, 1 sprayer, and 1 drying tray.
• Unicorn Egg Decorating Kit Unicorn-themed kit for creating 4 colorful unicorn eggs with themed stickers. Includes 88 stickers, 8 egg stands, 5 dye tablets, 1 accessory sheet, 1 egg dipper, and 1 drying tray.
• Neon Egg Decorating Kit Neon-themed kit for creating bright glowing eggs with neon dyes and glitter. Can decorate up to 36 eggs. Includes 167 stickers, 6 neon dye tablets, 6 eggarounds, 8 egg stands, 1 egg dipper, 1 glitter pouch, and 1 drying tray.
• Marble Egg Decorating Kit Kit using vegetable oil technique for creating marble-like patterns on eggs. Can decorate up to 36 eggs. Includes 16 egg stands, 9 dye tablets, 2 egg dippers, 1 cloth, and 1 drying tray.
• Color Whip Egg Decorating Kit Revolutionary kit using liquid dye and food-safe foam whipped up for swirled egg art effects. Can decorate up to 24 eggs. Includes 4 liquid dye pouches, 8 egg stands, 1 pair of gloves, 1 whip powder pouch and 1 drying tray.
• Tie Dye Egg Decorating Kit Tie dye-themed kit using tie dye press and eggarounds for creating funky tie-dye patterns on eggs. Includes 8 egg stands, 6 dye tablets, 6 eggarounds, 2 cloths, 1 dropper, 1 tie dye press and 1 drying tray.
• Deggorating Party Egg Decorating Kit Full-sized party kit with comprehensive supplies for a group Easter egg decorating party. Includes 88 stickers, 4 egg stands, 6 dye tablets, 1 magic crayon, 2 foil sheets, 3 eggarounds, 1 speckle tablet, 1 glitter pouch, 1 gold paint pouch, 1 glue pen, 1 confetti glitter pouch, 1 paint brush, 2 egg dippers, 1 drying tray, 1 cloth.
• Magical Color Cups Egg Decorating Kit Easy-to-use color cups with instant dye pads where users add water and vinegar. Includes 5 Color Cups with Instant Dye Pads, 1 Egg Dipper and 1 Magic Crayon.
• Glitter Color Cups Egg Decorating Kit Color cups with built-in glitter for creating sparkling treasure eggs. Includes 5 Color Cups, 5 Dye Tablets, 1 Egg Dipper, 1 Magic Crayon and 1 Glitter Pouch.
• Whiskers Egg Dipper Easy-to-use egg whisker tool designed for little hands to keep eggs secure while dyeing with improved design for easier removal and release.
• Active Volcano & Crystal Growing Eggsperiments 2 Piece Bundle Bundle combining the Active Volcano Egg Science Kit and Crystal Growing Egg Science Kit for combining colorful egg decorating with scientific experiments.
• Eggstreme Color FX Egg Decorating Kit Multi-technique bundle combining Color Swirl, Texture, and Shine decorating effects. Includes 88 Stickers, 16 Egg Stands, 6 Liquid Dyes, 6 Pairs of Gloves, 3 Cloths, 3 Small Bags, 2 Drying Trays, 1 Glue Pen, 1 Pouch of Glitter.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Signature Brands LLCOthersPAAS® is owned and operated by Signature Brands LLC. PAAS® designs and characters are trademarks or registered trademarks of Signature Brands, LLC. Corporate contact address is 13023 Tesson Ferry Road Suite 105 St. Louis, MO 63128.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Spin Master: Global toy and entertainment company with creative-play and activity products. Comparable as a broad incumbent in the kids' creative-play space; like Hasbro, much larger and more diversified than PAAS but shares the family buyer, retail relationships, and seasonal demand windows.
• Mattel: One of the largest global toy companies (Barbie, Hot Wheels, Fisher-Price). Comparable to PAAS as a broad incumbent in the family toys aisle, with overlapping demand drivers (gift-giving, holidays, kids' creative play) but a vastly larger and more diversified product set.
• Hasbro: Large diversified toy and games company with craft, activity, and seasonal product lines (Play-Doh, Furby, etc.). A broad incumbent rather than a direct peer: Hasbro overlaps with PAAS in family-targeted creative-play products and the same retail shelves, but operates a much wider portfolio.

Direct peers

• Crayola: Hallmark-owned maker of kids' art and craft supplies (crayons, paints, kits). Directly comparable to PAAS because Crayola is sold through the same family-oriented retail channels, targets the same 'kids creative activity' need-state, and competes for the same seasonal/holiday craft occasions (Easter, back-to-school, Christmas).
• Alex Brands: Kids' craft, activity, and science kit maker (now part of JAKKS Pacific). Direct peer to PAAS's Eggsperiments line in particular: Alex Brands sells science experiment kits and craft kits to the same families through the same mass and DTC channels, with similar price points and bundling.
• Elmer's Products: Newell Brands-owned maker of glue, slime kits, and kids' craft consumables. Comparable to PAAS because Elmer's competes in the same kids' craft-adjacent category, sells through identical mass and DTC channels, and bundles consumables into activity kits in a similar go-to-market motion.
• Wilton: Specialty cake and cookie decorating brand selling decorating kits, dyes, and accessories through retail and DTC. Directly comparable to PAAS on the 'family DIY decorating with food-grade consumables' use-case, holiday seasonality, and dye/sprinkle product architecture.
• Melissa & Doug: Premium wooden toys and kids' craft/activity kits sold to families through specialty, mass, and DTC channels. Comparable to PAAS on customer (parents of young children), channel mix (DTC + retail + Amazon), and the family-tradition positioning of heirloom-quality craft kits.

Emerging players

• KiwiCo: Subscription-based STEM and craft activity box company for kids. Closest emerging peer to PAAS's Eggsperiments line: same STEM-plus-creative-play hybrid, same parent buyer, and the same mission of making science feel like a fun family activity rather than a homework assignment.
• Craft-tastic (Horizons Group USA): Brand of kids' and tween DIY craft kits. Comparable to PAAS on go-to-market (kits with multiple consumables, mass + specialty retail, gift-driven purchase occasions) and on the trade-up to experiential, novelty-themed craft kits rather than commodity supplies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/PAASeaster
• Instagraminstagram.com/officialpaaseastereggs

Revenue estimate

Valuation estimate

Number of profiles

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 PAAS Easter Eggs