LAS VEGAS Sears' Craftsman tools line has become the official tools of DIY Network, thanks to an agreement between Sears and Scripps Network announced at the International Builders' Show.
The agreement will include the development of a customized show strategy specifically for Craftsman, which has the option to send product to be integrated within DIY Network programming.
"At its core, the Craftsman brand inspires trust," said Erik Rosenstrauch, brand director for Craftsman. "Craftsman has the right tool for the job, regardless of people's skill level or complexity of the project. And what better place to demonstrate the potential that Craftsman enables than the network that DIYers rely on to be inspired?"