Cricut: 3 Key Takeaways for Long-Term Investors

On its third-quarter 2026 earnings call, held on Nov. 3, 2026, Cricut (NASDAQ:CRCT) reported that revenue increased approximately 11% year over year to $188.6 million. The craft technology company generated $27.8 million in net income while expanding into sticker printing, its first new hardware category since 2014.

Three takeaways from management's comments stand out for long-term investors.

1. Cricut Expands Into New Categories With StickerPix

Management expanded beyond core electronic cutting machines to include StickerPix, a connected line of photo- and sticker-printing machines, to reach new customers and boost engagement across its ecosystem. StickerPix launched late in the quarter, so its financial impact is still ahead.

We launched Maker 5, our newest flagship cutting machine, and entered an exciting new category with the StickerPix product line, our first new connected machine category since 2014.
-- Ashish Arora, Chief Executive Officer

2. International Markets Become Key Engine of Sales Growth

Geographic expansion generated substantial top-line momentum, as product launches in mature markets combined with adoption in emerging markets increased international business to 28% of total quarterly sales.

We continue to see positive results from our focused investments in key emerging markets with significant year-on-year connected machine sell-out growth in Asia and Lat Am.
-- Kimball Shill, Executive Vice President and Chief Financial Officer

3. Temporary Tailwinds Boost Third-Quarter Gross Margins

Gross profit margins reached 57.7% due to operational scale and one-off benefits, including refunds under the International Emergency Economic Powers Act (IEEPA), though promotional pricing in the fourth quarter will create temporary margin pressure.

Total gross margin in Q3 was 57.7%, which was up 2.5% year-on-year, mainly due to benefits from scale from growth in our products business, along with monetization of excess and obsolete inventory and the last of IEEPA tariff refunds.
-- Kimball Shill, Executive Vice President and Chief Financial Officer

Looking Ahead

Cricut expects full-year sales growth for the first time since 2021 as new product launches reenergize demand for craft. Cricut holds structural advantages in integrated hardware and software, while management monitors promotional activity.

We also expect to post full year revenue growth as a company for the first time since 2021.
-- Kimball Shill, Executive Vice President and Chief Financial Officer

With $272.7 million in cash and no debt, Cricut declared a $0.70 special dividend alongside its $0.10 semiannual payout and replenished its buyback authorization to $50 million."

Subject to stock price, we also expect to be active with our authorized $50 million stock repurchase program.
-- Kimball Shill, Executive Vice President and Chief Financial Officer

The Motley Fool has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy.