American Crafts New Summer 2022 Collections

I'm guessing tried and true, underwhelming, and definitely not gender neutral.
My friend and I were talking about the most popular baby names of the past year and they were all names that she had considered for her kids/given them 8-11 years ago. Almost all very simple traditional names. I think companies are going to be scaling back and playing things safe.
I also wouldn't be surprised if the offerings are fairly limited.

Let's see... butterflies, waffles, houseplants, and maybe a rhino in a flower crown for a little kick of random? idk.

No guesses on icons, but it sure seems "late" to release a summer line. Says the woman who gets super annoyed when I can't find summer clothing items in stores when the season is only halfway over. 😆

I predict more of the same: paper collections from AC brands that aren't my style (ie vintage, floral, pastel, stereotypically feminine, overly themed, odd icons, etc.), cheap acrylic stamp sets, & embellishments not labeled as acid free or archival quality &/or are advertised as stickers but don't stick!

Agreed, especially compared to other manufacturers in the industry which revealed their summer collections months ago (e.g. EP/CB posted in December about their March & April releases of summer themed lines)

I thought this was interesting...I wonder how they chose this line for the Walmart edition, perhaps because it was so bright to begin with...I am not a super big WalMart shopper (I find huge stores like that and Costco to be overwhelming) but it's interesting to see a brand name scrapbook line evolve into something like this.

www.americancrafts.com/new-damask-love-at-walmart/

A smiling otter in a bikini, eating a popsicle, wearing sunglasses and a hat with flowers, while sitting on a pool floatie. The colors will be so bright you will need the sunglasses paper to look at the collection... yes, there will be a sunglasses paper.

I was going to post the 2022 trend colours since I work in branding but then realised it wouldn't give away much since AC does whatever they want and are often late with colour trends anyway... 

Still hoping they've jumped on the orchid purple train. I'd love a fun summer line with a popping shade of purple! 

This is just too late in the season for summer release in my opinion. By the time these get shipped to vendors abroad, it'll be late June/early July and many other companies will have revealed their Halloween and autumn (and Christmas) lines. Big yikes on the planning side of things for AC. ETA: Turns out they are revealing the Halloween and Christmas lines today, yay!

I agree - it's very juvenile look and colour scheme. 

Yup. I think this is the stuff that sells to casual crafters - bright, fun, playful. I think tweens and teens and young moms will grab this stuff! Whether they use it or not is less of an issue. I like some of her designs (just a few, but the ones I like I like a lot!) but I can't get her paper at scrapbook.com as single sheets. She had a Joann exclusive release last year I believe. 

She's a wee bit famous for being on/winning season 1 of Making It, which in mainstream terms means she's much more famous than any of our scrappy celebs. Good for her! I've been following her printable stationery shop Yay Day Paper on IG for a while. 

www.marthastewart.com/1530603/amber-kemp-gerstel-making-it

Oh man, this is definitely it.

I would love it if Otters were the next new animal icon.  

Loooooooove those thickers in Paige's collection! The color scheme, the lil "stitched" marks, love it. Also love the floral papers and large color block stripes! I'm such a sucker for those stripes.

A couple links to the AC blog --

Maggie Holmes Parasol -- .. looks like Maggie tbh. Not for me but very on brand.

Jen Hadfield Stardust -- when I saw the post AC made on ig I thought this was a Paige line based on the bold colors.

Vicki Boutin Print Shop -- Vicki's stuff is too messy for me but I do love that she always includes an album with her collections.


Editing -- absolutely none of these scream SUMMER to me so I'm kinda disappointed we haven't seen any rhinos in flower crowns (think about the crown crooked on the horn.. ADORABLE) or otters in pool floaties 

Ah yes the mandatory deer, bows, and butterflies of MH.

I will get Jenn H's alpha stickers. Those look nice. Neutral color.