Cricut, Inc.
cricut.comWhat Do They Do?
Sells connected cutting machines, creative software and digital designs, and crafting tools and materials to people making personalized goods, including small-scale sellers.
10-K for FY2025, filed Mar 4, 2026We extend the inspiring and intuitive nature of our platform to our hardware with connected machines that are both beautiful and easy to…View ↗
In Cricut Design Space, our users can find guided flows for the most commonly made project types, inspiring content for their projects and…View ↗
Personalization is a Global Mega Trend. Today, more and more people want to be surrounded by personalized items. We empower individuals to…View ↗
Users leverage our connected machines and design app to bring their ideas to life. After downloading our app and creating a profile, users…View ↗
We sell a broad range of extensions, accessories, and materials designed to work seamlessly with our connected machines. Cricut materials…View ↗
How Do They Make Money?
Platform users pay monthly or annual subscription fees in advance and can buy digital designs individually. Machine and accessory and materials buyers pay through retail partners on fixed terms or online at checkout.
10-K for FY2025, filed Mar 4, 2026We generate Platform revenue primarily from sales of subscriptions to Cricut Access and Cricut Access Premium, digital content, and a…View ↗
The paid subscription services are offered on a month-to-month or annual basis. Payments for subscription services are due month-to-month…View ↗
We generate Products revenue from sales of connected machines and ancillary products, net of sales discounts, incentives and returns, and…View ↗
Accessories and materials generally consist of a single performance obligation and reallocations are not required. Revenue from accessories…View ↗
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10-K for FY2025, filed Mar 4, 2026
FY2025 revenue by product or service ↗
$708.8M
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10-K for FY2025, filed Mar 4, 2026
$708.8M ↗
| Segment | Share | Revenue | How money arrives |
|---|---|---|---|
|
Platform
Mix
10-K for FY2025, filed Mar 4, 2026 |
46%
FY2022: 31%
|
Platform, FY2025
$327.4M Sources
|
Mix |
|
Connected machines
Sold outright
10-K for FY2025, filed Mar 4, 2026 |
27%
FY2022: 29%
|
Connected machines, FY2025
$192.4M Sources
|
Sold outright |
|
Products
Sold outright
10-K for FY2025, filed Mar 4, 2026 |
27%
FY2022: 40%
|
Products, FY2025
$188.9M Sources
|
Sold outright |
Who Are Their Customers?
Consumers buy machines and accessories through retail partners or directly on Cricut.com; distributors resell products to retailers, while users buy subscriptions and digital content through Cricut.com, Design Space, and supported third-party apps.
10-K for FY2025, filed Mar 4, 2026We sell our products primarily through our third-party brick-and-mortar and online retail partners, as well as through our website at…View ↗
As of December 31, 2024 and December 31, 2025, we did not have any customers that represented 10% or more of our consolidated revenue. We…View ↗
The Company derives the majority of its revenue from the sale of connected machines, digital content subscriptions and accessories and…View ↗
Do Revenues Turn Into Profits?
Yes. It kept 11 cents of every revenue dollar as net income in FY2025.
10-K for FY2025, filed Mar 4, 2026
How Are They Changing?
10-Q for Q2 FY2026, filed Aug 5, 2026
Open tableView ↗
Shrinking. Revenue fell 46% in 4 years, from $1.3B in FY2021 to $708.8M in FY2025, about 14% a year.
Expanded machine lineup
The earlier report described the Joy, Explore, and Maker families; the latest report also includes Cricut Venture, a wide-format machine for large projects and batch making.
10-K for FY2022, filed Mar 13, 2023 10-K for FY2025, filed Mar 4, 2026Our connected machine portfolio currently includes Cricut Joy, the Cricut Explore family, and the Cricut Maker family. These machines cut…View ↗
Cutting-Edge Innovation, Beautiful Design, and Ease of Use. We invest substantial resources in research and development to enhance our…View ↗
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