“Jimmy always encouraged our kids to play with their food,” laughs Andrea Zeilinger, co-founder of Treat Yourself! Together with her husband Jimmy, the duo launched Crafty Cooking Kits® back in 2005 with a simple idea: turn baking into family fun. “It started with me, Andrea, and our daughters in the kitchen,” Jimmy adds. “Now it’s grown to include our amazing partners—and their kids too!”

By “partners,” Jimmy means the talented team behind Treat Yourself, which can swell to over 150 strong during the busy holiday season. “Our goal has always been to create lasting memories through shared baking experiences,” he says. “And maybe sneak a little frosting along the way.”

The Zeilingers originally founded Brand Castle® in 2005, where Crafty Cooking Kits made their debut. They sold the company in 2021, but couldn’t resist jumping back in. In April 2025, they proudly repurchased the Crafty Cooking Kits brand and launched their new specialty food venture: Treat Yourself!

Since their first paint-your-own brownie kit hit shelves in 2005, their product line has grown to over 300 whimsical, hands-on baking kits—from rainbow cookies to haunted houses, Easter eggs to gingerbread mansions—sold under multiple brand names and licenses.

You’ll find Treat Yourself and Brand Castle products in thousands of stores across North America, especially during the holidays. They’re also spreading sweetness in South America, Europe, and Australia—and sourcing clever kitchen tools through their sourcing office in southern China.

Jimmy and Andrea are quick to share the credit. “We’re incredibly lucky to work with such creative, passionate people who truly share our vision,” Jimmy says. “It’s more than a team—it’s a family.”

And when it comes to ingredients, only the best will do. “We’ve spent years taste-testing chocolate, marshmallows, and candy decorations to get it just right,” Andrea says with a grin. “So much testing, in fact, that we brought a treadmill to the office!”