Michaels is putting a fresh face on the children’s segment of its business both in store and online.

The company launched MichaelsKids.com, a rebranding of its in-store kids presentation and the expansion of its assortment for children on its sales floors and in its digital business. To boost the product presentation, Michaels is adding creative toys and activities developed to help kids learn, grow and discover screen-free fun, the company stated. On the MichaelsKids website, it will provide activity ideas, project inspiration and handy tools to make the shopping experience easy for parents.

To launch the initiative, Michaels will a host a kickoff event at locations nationwide on October 6. As part of the…