Crocs spent $10 million to buy a company that made tiny plastic charms. Now it’s pumping out $250 million in yearly revenue.Crocs spent $10 million to buy a company that made tiny plastic charms. Now it’s pumping out $250 million in yearly revenue.

Being a shareholder of Crocs, the maker of the clunky foam footwear that people love to hate, has been anything but comfortable in recent years.

One reason the company keeps coming back from the dead is its high margins: when you sell somewhat pricey products made of your own proprietary foam (known as Croslite), you’re generally able to turn more of your revenue to profit. On that front, Crocs is well ahead of its competitors, and part of the reason is likely Jibbitz.

• Jibbitz are colorful charms that can be popped into the holes in Crocs to turn the shoe into a branded demonstration of their wearers’ obsessions. 
• Branded Jibbitz can be bought for everything from licensed pop culture characters and sports team logos to tiny food items, animals, initials, gemstones, and travel icons dangling off the same pair of clogs. Crocs bought the family-owned business Jibbitz in 2006**** for $10 million in cash.**** 
• The charms are generally sold in multipacks at the likes of Foot Locker but are also available online, and cost between $3 and $5 per widget. Around three in four Crocs buyers end up buying Jibbitz to make their clogs their own, the company told CNBC.
• They’re a steadily growing part of Crocs’ business: Jibbitz accounted for around $260 million to $270 million in sales last year, CEO Andrew Rees implied**** in the company’s Q4 2025 update in mid-February.

At a June 2025 event, Rees said that there are three big platforms within the company: clogs, sandals, and “personalization, which is our Jibbitz.”

Clogs are — at least in the United States —**** a mature market, Rees said. “Almost everybody has a pair,” he said. “Everybody’s kids have a pair. They have multiple pairs, and we think that’s well penetrated.” As a result, Rees added, the company wasn’t likely to see much high growth out of that area of the business. 

The Takeaway

Jibbitz are cheap to make, easy to impulse-buy, and keep customers spending long after they’ve bought the shoes. It’s extremely high-margin, and**** historically accounted for about 8% of all Crocs sales. The tiny tchotchkes are so crucial to the future growth of Crocs that the company is starting to “Jibbitize” other products it plans to sell this year, according to Barclays analysts who attended a product review hosted by the company last year. There they saw opportunities to add the charms to bags and other products Crocs plans to sell.