This Christmas, Hobbycraft, the home of creativity, is saying thank you to the hobbyists who make for others, whose passion spreads positivity and who rarely get the spotlight they deserve.
Featuring real people, real stories and real makes, the new Hobby Heroes Christmas campaign stars four unsung heroes who crochet, bake, knit and party-style, in order to give back and bring joy to the people around them.
From a baker who would rather give away a cake than sell a hundred, a 14-year-old boy who’s teaching his mates how to crochet to a 71-year-old lady who knits to raise money for a care home; each crafter has a unique, highly personal story which is the real embodiment of the festive spirit.
The campaign comes at a time when many people are looking to switch off and rediscover offline activities. Hobbycraft’s Power of Making research shows that 60% of adults would like to reduce their screen time and 89% of parents agree that children should spend less hours on digital devices. Among those who craft, 69% feel a sense of satisfaction when they complete a project, and more than half (53%) say crafting improves their mood. At Christmas, that feeling grows when the thing you make is for someone else.
Alongside the initiative, the arts and craft retailer is launching a nationwide competition inviting people to nominate the Hobby Hero in their own life. Four winners will each receive a £250 prize hamper.
Natalie Amosu, Marketing Director of Hobbycraft, says: “Everyone knows a Hobby Hero. The person who knits, bakes or crochets for everyone else and never expects a thank you. This Christmas we wanted to give them one. As the Home of Creativity, we see every day what happens when people put their phones down and make something with their hands. It slows you down, it makes you feel good, and when it’s for someone you love, it means more than anything you could buy. We hope these stories inspire people to pick up a hook, a whisk or a pair of needles, and to nominate the hero in their own life.”
Meet the Hobby Heroes
Meet the stars of the campaign, whose handmade makes are the source of happiness for those around them.
Rej Rahman, 26 from East London, baking is all about the happiness that comes from sharing something homemade with the people he loves. Having baked since he was 13, he’s created wedding cakes for his sister and friends but has deliberately kept baking as a passion rather than a business. He tried it in the past, but it took the joy out of it. Whenever he is the guest and friends are hosting, he likes to take care of dessert, including this gingerbread cake, ideal for the festive period.
Rej Rahman says: “I’d rather give someone a cake that makes their day than sell a hundred cakes and lose the joy of baking. It sounds a bit corny, but when other people tell me they enjoy what I’ve made for them, it makes me happy too!”
Pictured: Kulsum Ismail and Rej Rahman
For Suzie Page, from London in her late twenties, creativity is all about bringing people together. The go-to party planner among her friends, she loves styling celebrations, making decorations and baking for special occasions, with Christmas being her favourite time of year.
Suzie Page says: “You know when you’re so excited to give a gift? It’s exactly that. Especially when it’s a really special occasion. It’s the most heartwarming feeling when you see their face. I’m not just making a pretty table or wrapping paper. I’m making the kind of memories that people talk about long after the decorations have come down.”
Pictured: Suzie Page
For John Weeks, 14 from Farnham Common, Buckinghamshire, is a teenager bringing crochet into his school. He discovered a love of crochet during lockdown; drawn to the feeling of satisfaction he gets from finishing a project. He has since turned his hobby into a way of connecting with others by starting a school crochet club and now teaches mates and uses his skills to craft personalised gifts, including a Taylor Swift-themed crochet tapestry, a giant duck for a newborn, tiny mushrooms, hats and much more.
John Weeks says: “Most of my friends scroll on their phone or play a game when they’re bored. I’d rather pick up a crochet hook and make someone something. It allows me to let my mind wander without feeling like I’m doing anything. This year for Christmas, I’ve made lots of mini snowmen, and am teaching my friends how to do the same! My love of craft is all about making others happy.”
Pictured: John Weeks
And for Julie Brownsea, 71 from Dorset, knitting is both a lifelong passion and a way to give back. Having learnt the craft from her mum and grandmother, she now uses her skills to support the care home that looked after her loved ones. Her knitted creations, including owls and hedgehogs, have helped raise almost £14,000 to fund day trips for residents.
Julie Brownsea says: “I don’t knit to make money; I knit to make a difference. If a little wool and a pair of needles can help make someone’s day, then why wouldn’t I?”
Pictured: Julie Brownsea
Together, their stories demonstrate that while everyone has their own reason for making, the joy of creating something for someone else is a feeling we can all share. Because whether it’s a handmade gift, a knitted creation or a cake baked with love, the things we make can mean so much more to the people who receive them.
Know a Hobby Hero? Hobbycraft wants to hear from you.
Inspired by the four stories, Hobbycraft is inviting the public to nominate their own Hobby Hero in a nationwide competition running now until 4th December 2026.
People can nominate someone whose creativity brings happiness to others by completing an online entry form, submitting a short video explaining why their chosen hero deserves recognition and providing a written overview of their story.
Four winners will each receive a £250 Hobbycraft prize hamper.
See more here: https://www.hobbycraft.co.uk/hobby-heroes/#nominate
