Martha Stewart Crafts line expands into Wal-Mart

BENTONVILLE , Ark. The Martha Stewart Crafts line is expanding into Wal-Mart stores in the United States and Canada with two new assortments - Martha Stewart Create and Martha Stewart Celebrate – both of which are expected to arrive in the majority of Wal-Mart stores across the United States and Canada this month.

Martha Stewart Create features crafting essentials and memory-keeping products such as paper, cutting mats, tools, pens, markers, glitter, and ribbons. The assortment also contains craft and activity kits including jewelry-making kits, pipe-cleaner-animal kits, memory-keeping kits, party decor kits, and card-making kits. Martha Stewart Celebrate showcases ready-made, paper-based weddings essentials such as stationery, guest books, embellishments, favor boxes, cake toppers, and customizable centerpieces, as well as flower baskets and ring pillows.

Martha became a mass market player in the $30 billion U.S. crafts market last year with the introduction of Martha Stewart Crafts. That same year the firm that bears her name acquired Wilton Industries, which owns EK Success, a leader in the $3 billion scrapbook segment.