Michaels Expands Kids Section With New Site Launch Ahead Of Holiday Season

Michaels has launched, a rebranding of its in-store children’s presentation, and will expand its in-store and online kids assortment with 600 new items.

The arts and crafts retailer is positioning MichaelsKids as a venue for children to hone their creativity during playtime, emphasizing products such as activity kits, kids’ crafts, Science Technology Engineering Arts and Math (S.T.E.A.M.) and building toys, teacher and school supplies, games and puzzles. Michaels plans to partner with more brands to get exclusive access to products so that these toys are unique and not sold at any other retailers.

MichaelsKids will offer activity ideas, project inspiration and handy tools designed to make the shopping experience easy for parents. Additionally, the site seeks to redesign the customer experience with the “Shop by Age” feature.


Filling The Toys ‘R’ Us Gap

Michaels is the latest retailer capitalizing on the gap filled by the Toys ‘R’ Us bankruptcy and liquidation, joining companies such as Walmart, Target, Party City and BJ’s Wholesale Club in ramping up their toy offerings ahead of the 2018 holiday season. Toys ‘R’ Us left behind more than $7 billion in total sales when it shut down and liquidated more than 800 stores, but the vertical itself grew 7% during the first half of the year, according to NPD Group. Spurring Michaels’ decision to grow its kids’ section, arts and craft toys were up 8%, largely due to the 13% growth of craft kits.

To celebrate the rebranding, Michaels will a host a kickoff event at stores nationwide on Oct. 6, encouraging kids to put down devices for a few hours with a family-friendly scavenger hunt, toy giveaways and pumpkin decorating demonstrations. In 2017, the company hosted more than 120 crafting events and had more than 1 million kids participate.

Customers also will receive a coupon good for 20% off their entire purchase, free Kids Club passes, and special savings on

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