Club I Believe

What Club I Believe does

Club I Believe operates the consumer-facing brand Club Creo, a direct-to-consumer subscription business that delivers themed craft material boxes to families across nine European markets. The legal entity is Great Products Production Sverige AB, headquartered in Gothenburg, Sweden (Box 12116, 402 42 Göteborg), founded in 2017 with between 11 and 50 employees. The company is privately held by founders Daniel Johansson (51%) and Gisela Sogn (49%), with no external institutional or venture capital funding disclosed in the available data. Its core product is a monthly craft box subscription targeted at families with children (positioned at ages 3–13) as a screen-free creative alternative; pricing is a 59 kr welcome package including shipping, converting into a 149 kr monthly fee plus 29 kr shipping, with no binding period and the ability to pause or cancel at any time.

The offering combines a physical subscription box with a lightweight digital content layer. Physical boxes ship to the customer's home with all required materials and step-by-step instructions, with monthly themes spanning Pokemon felt figures, dream catchers, clay modelling, foam fish, seasonal decorations (Christmas, Easter, Halloween), and similar projects. Supplementary digital assets include a library of downloadable PDF templates (Mallar) covering Pokemon, monsters, and felt figures, and a DIY blog with seasonal craft guides. Distribution is exclusively through the company's own e-commerce storefronts, localized into Swedish, Norwegian, Danish, English (UK), German, Dutch, Belgian, French, and Austrian sites with local-currency pricing. Marketing is content-led across Instagram, Facebook, Pinterest, and YouTube, anchored on the #clubcreo user-generated-content hashtag.

The business model is a flexible subscription with no minimum commitment, supplemented by content marketing to drive top-of-funnel acquisition. The technology stack is conventional e-commerce — there is no proprietary platform, no native mobile app, no public API, and no documented data or AI capabilities. Supporting infrastructure includes a payment partnership with Afterpay for invoice-based 14-day terms in Sweden. The company holds an industry award — "Vinnare årets barnbox" (Children's Box of the Year) from Hittabox in 2017 — but no patents, trademarks, or regulatory licences are disclosed.

Name

Club I Believe

Legal name

Great Products Production Sverige AB

Website

https://clubcreo.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Club I Believe (Club Creo) is a privately held Swedish DTC subscription company that delivers themed monthly craft material boxes to families with children across nine European markets, with no binding period and no external funding.

Ownership category

akta.pro rank

Product category

Children's Craft Subscription Boxes

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Specialty Membership Clubs (Category-Focused) (CRAEADAI)

Keywords

• Children craft subscription
• Monthly craft boxes
• Hobby club kits
• Kids creative activities
• Craft material delivery

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Others

Revenue model

1. Monthly Craft Subscription: Recurring monthly subscription delivering themed craft boxes to subscribers' homes. Customers pay a welcome package fee (59 kr) followed by monthly fees (149 kr + 29 kr shipping). No binding period allows easy cancellation.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Club Creo is a subscription-based hobby club that delivers complete, themed craft boxes for children of all ages directly to homes on a monthly basis. Customers begin with a 59 kr welcome package (Välkomstpaket) containing self-hardening clay, foam shapes, pompoms, glitter stickers and step-by-step instructions, then continue receiving monthly craft packages (Månadspaket) at 149 kr plus 29 kr shipping featuring varying themes such as Pokemon felt figures, dream catchers, foam fish, and seasonal projects. There is no binding period, and subscribers can pause or cancel at any time through their account page.

Product overview

Club Creo is a children's hobby club offering creative craft subscription boxes delivered monthly. The service consists of a welcome package (Välkomstpaket) at 59 kr as a trial, followed by monthly subscription boxes (Månadspaket) at 149 kr. The product portfolio includes downloadable craft templates (Mallar) and a blog with DIY inspiration. Each box contains themed craft materials with step-by-step instructions covering various activities such as felt figures (Pokemon, monsters), clay modeling (Silk Clay), dream catchers, bead crafts, shrink plastic, and seasonal themes for Christmas, Halloween, Easter, and summer. The subscription has no minimum commitment period.

Differentiator

Problem solved

Functional benefit

Products and services

• Välkomstpaket (Welcome Package) An introductory craft box priced at 59 kr (postage included) containing 6 jars of self-hardening soft clay, styrofoam shapes, pompoms, glitter foam stickers, pipe cleaners, self-adhesive googly eyes, plastic eyes, magnets, and step-by-step instructions. Marketed as a one-time trial to onboard families into ongoing monthly subscriptions.
• Månadspaket (Monthly Craft Package) Recurring monthly craft package delivered to subscribers' homes for 149 kr (+ 29 kr shipping), featuring varying themes such as Pokemon felt figures, dream catchers, garish figures, foam fish, and other creative projects. Includes all materials and step-by-step instructions. No binding period — customers can skip or cancel any month.
• Club Creo Monthly Craft Box Subscription The overarching subscription service combining the 59 kr welcome package trial and the 149 kr monthly craft packages into a continuous hobby club membership for families. Provides themed craft projects with all materials and step-by-step instructions delivered directly to homes across 9 European countries.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• AfterpayminorOthersAfterpay is used as a payment option for customers in Sweden, offering invoice-based payment with 14-day terms. This is a standard payment processing partnership rather than a strategic business alliance.

Scale indicators1 record

Recent moves4 records

Expansion highlights3 records

Broad incumbents

• Djeco: European (French) children's craft and toy brand with broad retail distribution. Similar whimsical craft-product positioning targeting European families.
• Faber-Castell: Large global arts and crafts manufacturer offering craft kits and creative supplies. Adjacent incumbent that competes at the hobby materials level.
• Crayola: Global incumbent in children's art and craft products with broad retail distribution. Competes indirectly via brand recognition and retail craft kit bundles.

Emerging players

• Lær Creations: Scandinavian-origin craft and hobby brand focused on children's creativity. Comparable regionally and demographically, particularly in Nordic markets.
• Little Passports: Subscription box service for kids spanning different discovery/craft themes. Comparable subscription mechanics and parent-targeted marketing, though thematic focus differs.

Direct peers

• ToucanBox: UK- and France-based children's craft and activity subscription box with very similar target audience and monthly delivery cadence. Strong direct competitor in several of Club Creo's markets.
• Green Kid Crafts: US-based STEM and craft subscription for kids delivered monthly. Closely comparable on subscription model, age tier, and craft-discovery framing.
• KiwiCo: Direct-to-consumer subscription boxes delivering hands-on craft, science, and art projects for children by age group. Closest global direct peer given shared subscription craft-kit model targeting families.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCyMgZenxwGFwqXNi3Zhc81Q
• Facebookfacebook.com/clubcreopyssel
• Instagraminstagram.com/clubcreo
• Pinterestpinterest.com/clubcreo

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Club I Believe