What was the problem?


With a healthy business in marketing traditional craft activities for girls, Horizon wanted to find a way to expand the category to capture the boy audience – even though many other companies had previously tried and failed.


What was our inventive solution?


We talked to and observed lots of boys at play. What we learned was that after boys finish making something, they also want to be able to play with it. With this insight, the BOYCRAFT™ line of extreme activity kits was born. From the build-your-own Catapult to the glow-in-the-dark Marshmallow Shooter, BOYCRAFT kits are not only fun to make, they’re fun to play with.


Did it work?

Boy, did it! BOYCRAFT is Horizon’s most successful craft line in their current catalogue.