Cricut® Unveils the Next Generation of Smart Cutting Machines: Cricut Explore® 4 and Cricut Maker® 4

Rhea-AI Summary

Cricut (NASDAQ: CRCT) has unveiled its next-generation smart cutting machines: Cricut Explore 4 and Cricut Maker 4, available from February 28 in the US and Canada. The new machines, priced at $249.99 and $399.99 respectively, offer significant improvements over previous models:

• Up to 2x faster cutting speeds for materials like cardstock and vinyl
• Enhanced out-of-box experience with included materials for 10 initial projects
• Lower price point compared to previous generation
• Available in Seashell color on Cricut.com and Michaels, with Sage color exclusive to Michaels bundles

The machines feature improved user experience in Design Space® and come with Smart Vinyl™, Cardstock, Smart Iron-on™, Transfer Tape, Mini Weeder, and Light Grip Machine Mat. Wider retail availability begins March 14.

Positive

• Lower price points than previous generation machines
• 2x faster cutting speeds
• Expanded included materials package for 10 initial projects
• Broader retail distribution strategy

Negative

• None.

Insights

Product Launch Analyst

Cricut's launch of its next-generation cutting machines represents a strategic pivot in its hardware business model, with potential positive implications for long-term revenue growth. The company has reduced pricing on both new models—Cricut Explore 4 ($249.99) and Cricut Maker 4 ($399.99)—representing price cuts of 16.7% and 7% respectively from previous generations.

This price reduction strategy appears designed to address two critical business challenges: expanding the customer base by lowering entry barriers and accelerating the consumables revenue stream. Cricut operates on a razor-and-blades business model, where the real profit center isn't the hardware but the ongoing material purchases. By including enough supplies for approximately 10 initial projects, Cricut is priming new users to quickly become repeat purchasers of high-margin consumables.

The exclusive color partnership with Michaels demonstrates Cricut's strategic approach to retail distribution, leveraging bundle exclusivity to strengthen relationships with key retail partners while potentially securing better placement and promotional support.

The doubling of cutting speed addresses a key user pain point and competitive vulnerability, potentially helping Cricut defend market share against competitors like Silhouette. This performance improvement, combined with the more intuitive user experience, suggests Cricut is focusing on both customer acquisition and retention—critical factors for improving lifetime customer value in its subscription and consumables-driven business model.

For investors, this product refresh comes at a important time as Cricut attempts to reignite growth following the post-pandemic normalization of crafting demand. The lower price points may compress hardware margins in the short term, but could accelerate the more profitable consumables and subscription segments that drive Cricut's long-term profitability.

SOUTH JORDAN, Utah--(BUSINESS WIRE)-- Cricut^®, Inc. (NASDAQ: CRCT), a leading creative technology company, has announced the next generation of its smart cutting machines: Cricut Explore^® 4 and Cricut Maker^® 4. Starting February 28, Cricut Explore 4 and Cricut Maker 4 will be available for purchase in the U.S. and Canada on Cricut.com and Michaels in two new colors: Seashell and Sage, with Sage machines exclusively sold in a bundle at Michaels. These new machines offer an elevated out-of-box experience with more materials included, speeds up to two times faster than the previous generation¹, and an improved user experience in Design Space^®, all at a lower price point than the previous generation of machines.

Cricut unveils two new smart cutting machines - Cricut Explore 4 and Cricut Maker 4 - built with faster speeds, more materials and accessories, and new design options to power your creativity.

“Cricut Explore 4 and Cricut Maker 4 are designed to give our creative community more of what they’ve been asking for,” said Ashish Arora, CEO of Cricut. “We are launching these new models at a lower price point than the previous models and we’ve added even greater value to each machine by including tools and materials to help creatives get started right out of the box. Our new machines coupled with improvements in our Design Space platform will empower everyone to make projects easily for their loved ones.”

Enhanced Out-of-Box Experience

To help new users jump into their first projects faster and easier, both Cricut Explore 4 and Cricut Maker 4 come with additional materials in the box, including Smart Vinyl™, Cardstock, Smart Iron-on™, Transfer Tape, and essential tools like the Mini Weeder and Light Grip Machine Mat. These added materials empower users to kickstart their creativity with everything they need to complete their first 10 projects².

Two Times Faster Cutting Speeds

When cutting materials like cardstock and vinyl on a machine mat, Cricut Explore 4 and Cricut Maker 4 offer cutting speeds up to twice as fast as previous models. With faster cutting speeds, these machines save users time while crafting, unlocking more opportunities to bring their creative visions to life.

Easier to Get Started

The new machines feature an updated, beginner-friendly experience for machine setup and learning. This includes a First Project tutorial with enhanced customization and an introduction to the Design, Cut, and Assemble stages of using a Cricut machine, as well as more beginner-level project options. This streamlined approach helps users hit the ground running, ensuring a more intuitive and rewarding experience as they embark on their creative journey.

Pricing and Availability

In the US and Canada, Cricut Explore 4 ($249.99) and Cricut Maker 4 ($399.99) will be available starting February 28. On this date, both models will be available in Seashell color on cricut.com and at Michaels. The Sage-colored models will be available exclusively at Michaels in a bundle. Beginning March 14, Seashell machines will be available at all other major retailers where Cricut products are sold, while the Sage color will continue to be available only at Michaels in a bundle.

For more information, visit Cricut’s blog.

About Cricut, Inc.

Cricut, Inc. is a creative technology company whose cutting machines and design software help people lead creative lives. Cricut hardware and software work together as a connected platform for consumers to make beautiful, high-quality DIY projects quickly and easily. These industry-leading products include a flagship line of smart cutting machines — the Cricut Maker^® family, the Cricut Explore^® family, and the Cricut Joy™ family— accompanied by other unique tools like Cricut EasyPress^®, the Infusible Ink™ system, and a diverse collection of materials. In addition to providing tools and materials, Cricut fosters a thriving community of millions of dedicated users worldwide.

¹ Compared to previous generation machine when using machine mat. Speed varies based on machine settings.
² Projects calculated based on a 4 in x 6 in average size and using included materials.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250227219927/en/

Media Relations

pr@cricut.com



Investor Relations

investors@cricut.com

Source: Cricut, Inc.

FAQ

What are the prices for the new Cricut Explore 4 and Maker 4 machines?

Cricut Explore 4 is priced at $249.99, while Cricut Maker 4 costs $399.99, both lower than previous generation prices.

When will the new CRCT cutting machines be available for purchase?

The new machines will be available starting February 28 on Cricut.com and Michaels, with wider retail availability beginning March 14.

What materials and tools come included with the new Cricut machines?

Both machines include Smart Vinyl, Cardstock, Smart Iron-on, Transfer Tape, Mini Weeder, and Light Grip Machine Mat - enough for 10 initial projects.

How much faster are the new Cricut Explore 4 and Maker 4 compared to previous models?

The new machines cut up to two times faster than previous models when cutting materials like cardstock and vinyl on a machine mat.

What colors are available for the new CRCT cutting machines?

The machines are available in Seashell (widely available) and Sage (exclusive to Michaels bundles).