Michaels Launches Kid-Friendly Initiatives Online, In Store

Michaels is putting a fresh face on the children’s segment of its business both in store and online.

The company launched MichaelsKids.com, a rebranding of its in-store kids presentation and the expansion of its assortment for children on its sales floors and in its digital business. To boost the product presentation, Michaels is adding creative toys and activities developed to help kids learn, grow and discover screen-free fun, the company stated. On the MichaelsKids website, it will provide activity ideas, project inspiration and handy tools to make the shopping experience easy for parents.

To launch the initiative, Michaels will a host a kickoff event at locations nationwide on October 6. As part of the festivities, Michaels will encourage kids to put down devices for a few hours with a family-friendly scavenger hunt, toy giveaways and pumpkin decorating demonstrations. Customers taking part in the event will receive a coupon good for 20% off their entire purchase, free Kids Club passes and special savings on MichaelsKids.com. Michaels will also offer popular weekly activities for kids and families including Make Break and Kids Club programs.

In addition to online exclusives including craft, building and activity kit merchandise, MichaelsKids.com encourages visitors to check out the company’s comprehensive in-store assortment, which includes brands such as Crayola, Lego, Play-doh, Nerf, Barbie, Hot Wheels, and Orb.

“One of the most powerful tools to inspire creativity is playtime, and we are proud to make it easier for customers to find toys, activities and supplies that are engaging and family-friendly,” said Chuck Rubin, Michael’s chairman and CEO. “At Michaels, our goal is to be the preferred omnichannel destination for creative play, and we’re committed to making it easy for parents to provide their kids with more mindful, screen-free fun.”