Joann puts brainy spin on subscription model

The craft and fabric specialty retailer is aiming its new online subscription box at science-loving kids.

Joann is partnering with children’s multimedia company GoldieBlox and tween-focused toy company Make It Real to offer the GoldieBlox Box. This exclusive, curated monthly craft subscription box is designed to encourage the development of STEM (science, technology, engineering and math) skills in kids ages eight and up.

Each monthly box will be filled with materials for science-based projects to be created and enjoyed at home, complemented with facts about the STEM behind each project. The projects are inspired by the most popular, trending DIY “hacks” and projects from the GoldieBlox YouTube channel.

“We are thrilled to partner with GoldieBlox to introduce our first kids’ craft subscription box,” said Rob Will, senior VP, e-commerce and general marketing manager of craft at Joann. “At Joann, we aim to inspire creativity and learning in everyone, and we also know that hands-on activities can help kids grow and understand new concepts.”

“GoldieBlox and Joann have a shared goal to empower children to pursue their dreams and we are dedicated to providing kids with resources to express their creativity,” said GoldieBlox founder & CEO Debbie Sterling.

Joann is offering the first GoldieBlox Box at a special price of $19.99 with free shipping with a promo code. After the launch, the GoldieBlox Box will be priced per month, and can be purchased individually at $24.99 +$4.99 shipping, or as part of a three-month ($19.99 per box +$4.99 shipping) or six-month subscription ($19.99 per box +free shipping). Subscribers for the box will also gain access to exclusive content on the Joann e-commerce site.

Athletic brand Nike is also focusing on children with its recently launched Nike Adventure Club, a subscription service that offers sneakers for kids ages two through 10. In addition to a pair of shoes, the subscription box also comes with adventure guides that contain outdoor games and activities that parents can do with their kids.
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