Michaels Expands Kids Section With New Site Launch Ahead Of Holiday Season

Michaels has launched MichaelsKids.com, a rebranding of its in-store children’s presentation, and will expand its in-store and online kids assortment with 600 new items.

The arts and crafts retailer is positioning MichaelsKids as a venue for children to hone their creativity during playtime, emphasizing products such as activity kits, kids’ crafts, Science Technology Engineering Arts and Math (S.T.E.A.M.) and building toys, teacher and school supplies, games and puzzles. Michaels plans to partner with more brands to get exclusive access to products so that these toys are unique and not sold at any other retailers.

MichaelsKids will offer activity ideas, project inspiration and handy tools designed to make the shopping experience easy for parents. Additionally, the site seeks to redesign…