New Consumer Products Licensee for Sam & Julia

Sam & Julia—The Mouse Mansion has signed on Hardicraft as a consumer products partner, with the company to introduce a global line of themed crochet kits.

“It’s always been our mission to make the Mouse Mansion a world that sparks imagination,” said Ian Schaapman, CEO of The Mouse Mansion Company. “With Hardicraft, we’ve found a partner who shares that passion for creativity, quality and joy. We can’t wait for children and parents to start building their own Sam & Julia projects at home.”

Marijke Boone, CEO of Hardicraft added, “At Hardicraft, we believe that every knot of yarn, every stitch, carries the power to connect—to spark joy, to bring people together and to let imagination take shape in the hands of creative hearts. Partnering with Sam & Julia means we can bring the warmth of the Mouse Mansion into homes around the world—through kits that are beautiful, accessible and made with deep respect for craftsmanship and community. We’re excited to join this journey, and we look forward to seeing how families everywhere will craft their own stories, one stitch at a time.”

Sam & Julia—The Mouse Mansion will be attending Brand Licensing Europe (BLE).

“BLE is the perfect stage to showcase how our brand keeps growing,” noted Jeannine Lafèbre, who works in global licensing and partnerships at The Mouse Mansion Company. “The collaboration with Hardicraft reflects our values—authentic, playful and imaginative—while opening up new ways for families worldwide to engage with Sam & Julia.”