Michaels to run omnichannel ‘summer camp’
Michaels is once again offering free kids' summer craft classes.
The largest specialty arts and crafts retailer in North America is holding Camp Creatology classes from mid-June 19 through mid-July. Designed for kids ages six and up, the program provides creative, hands-on play and free instructor-led classes.
The Camp Creatology classes will be offered live each Monday, Wednesday and Friday in all 1,290 Michaels stores from June 19 through July 14, with no registration required. In addition, the retailer will offer the program live online, on-demand online, with visual and written instructions for at-home use.
In conjunction with the program, Michael will offer project kits designed to make it easier than ever to keep kids inspired during summer break. Each of the four new project kits each week features a unique theme and contains all materials needed to create three crafts, an instruction and activity booklet, extra materials to share with friends or siblings, and even some surprise, the retailer stated.
This year’s project themes are: “One of a Kind,” “Wild One,” “Have Fun,” and “Hello Summer.” The project kits, which are available to purchase in stores and online for $14.99, are not required to participate in Camp Creatology. Parents and caregivers can get access to supplies lists online to use existing materials for their projects.
“It is important to us that any family can participate in Camp Creatology no matter where or when works best for them, which is why we make our Camp Creatology classes and instruction booklets available completely free,” said Heather Bennett, executive VP of marketing and e-commerce at Michaels. “Creativity and hands-on play are extremely beneficial for kids and adults alike, and we are thrilled to be bringing those to even more families this year by offering Camp Creatology classes in every store as well as convenient project kits with enough of our own Creatology brand supplies inside for kids to share with friends or siblings.”
Camp Creatology is part of Michaels’ Creatology brand, its private brand for kids crafts. The program is in its 10th year and Michaels says its expansion is part of a broader ongoing digital transformation the retailer is undergoing. Other recent digital efforts Michaels has launched as part of this process include rolling out a new online marketplace, and a revamped, personalized email program.
Headquartered in Irving, Texas, The Michaels Companies Inc. operates 1,290 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. Michaels also owns Artistree, a manufacturer of custom and specialty framing merchandise.