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Say I have some non-Cricut window cling and a Cricut Explore. Cricut also sells their own window cling, but I have none.
Is there any harm in using non-Cricut brand materials for a project?
Certainly you can.
Cling material is vinyl and there is nothing special about the product on which Cricut puts its name.
If you go too far afield in acquiring non-brand name supplies you might want to pay attention to the thickness and adjust the material setting for your machine accordingly.
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