Key here is understanding the different buying patterns of your customers.
In the screen printing industry, you are talking to people who already know how to do it, have most of the equipment and are making purchases from you to fulfil their customer orders. They know what they want and price is their main reason for choosing you.
In the hobby market, more than half of purchases are for presents. Also often one-offs for someone with little knowledge or skill in the task being performed.
The package must look like it produces an interesting outcome, is easy, creative and fun to use and that, while skill may be rewarded, anyone can do it.
A second part of the market wants to take this on and learn. They want a starter kit and to know that extras, refills etc. are available. Training (You-tube videos), add-on kits, projects with instructions etc. are the key to making this sticky. You may even be able to sell subscriptions for new stuff every month/quarter, part-work style.
You must also remember that you are selling through retailers. Shelf space is precious and staff pretty much untrained and transient. It must be obviously profitable for them to stock and display. Selling through them by arranging demos (for them to do or via a roadshow), marketing which drives people to the store etc. will drive the market. A click and collect from your local retailer model may also work. Don't expect just to sell stock and for them to then make it sell.
Last but not least the hype is different too. You are in the toy market now and millions is spent on generating awareness by companies like Mattel, Disney and Crayola. You have to get to journalists and educate and incentivise them to mention you, understand what you do and - ideally - make your stuff go viral. Don't forget they love something new - the challenge is getting continuing coverage. A memorable brand name and packaging are key too.
Very different, isn't it? Higher margin, but higher risk too.