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More Martha Stewart coming to Michaels

Move over Party City….Michaels Companies is making a big commitment to party goods via the Martha Stewart brand.

The arts-and-crafts retailer and Sequential Brands Group announce the expansion of the Martha Stewart brand at Michaels. The exclusive new Martha Stewart Celebrations collection adds more than 300 party essentials to the brand’s existing offering of paints, tools, stencils, and paper crafts at Michaels stores.

In addition, Michaels will also exclusively offer a new Martha Stewart Cricut machine, billed as a “go-to customization tool for every DIY fan.” With its “Design Space” software and state-of-the-art cutting machine, the new tool can cuts more than 100 materials — from cardstock to vinyl to leather — to quickly create one-of-a-kind cards, banners, gifts, artwork and more.

“Michaels is thrilled to expand our partnership with Sequential Brands Group for the Martha Stewart brand, whose offerings and unparalleled creativity continue to inspire our customers,” said Idalia Farrajota, Michaels senior VP of merchandising and trend. “We trust the new Martha Stewart Celebrations collection and Cricut machine will be no exception, as both provide elevated, unique items designed to make entertaining easy for every kind of event and style,”

Designed to help customers plan holidays, birthdays, showers, and graduations, Martha Stewart Celebrations features table settings, treats, favors, decor and more in 10 distinctive, color-coordinated themes, each beautifully harmonized to create a cohesive look.

“It’s always a pleasure to work with Michaels, which offers best-in-class DIY products and inspiration for every customer,” said Martha Stewart.

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