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Arts and craft giant partners with social media platform on home decor


Michaels and Pinterest are merging crafts and digital promotions to get artisans’ creative juices flowing.

The two companies are teaming up to sell a kit that can inspire newbies or the most experienced crafter to create one of the most trending projects on Pinterest. The co-branded Make It Kits were developed using Pinterest insights and trends, along with Michaels’ product expertise and e-commerce capabilities, according to Michaels.

On April 20, Michaels rewards customers are entitled to member-only early access to purchase the first kit, “Shibori for Your Home,” via Promoted Pins and an exclusive email offer. On April 21, the kits will be available to the public on Michaels’ e-commerce site.

The craft kit, a Japanese-inspired Shibori-style dyeing project, contains step-by-step instructions, tea towels, dye, and materials for three different dyeing techniques.

“Michaels is committed to making it easier, more accessible and most importantly, more fun for people to make [crafts],” said Carrie Walsh, senior VP of marketing for Michaels. “Pinterest helps people discover things they love, and our Make It Kit partnership is a perfect way to bring that inspiration to life.”
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