Michael's champions kid creativity ahead of holidays

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Michael's champions kid creativity ahead of holidays

By Louisa Hallett - 09/27/2018
The void created by the demise of Toys ‘R’ Us is attracting a lot of interest from other retailers.

The Michaels Company promotes screen-free fun for kids by offering a new and inspirational shopping experience for parents this holiday season.

The company announced the launch of MichaelsKids.com, a rebranding of its in-store kids presentation and an expanded assortment in store and online of creative toys and activities. According to the company, the toys and activities were developed to help kids learn, grow and discover screen-free fun. The rebranding of its in-store experience is said to make the shopping experience easy for parents this upcoming holiday season.

“One of the most powerful tools to inspire creativity is playtime, and we are proud to make it easier for customers to find toys, activities and supplies that are engaging and family-friendly,” said Chuck Rubin, Chairman and Chief Executive Officer. “At Michaels, our goal is to be the preferred omnichannel destination for creative play, and we’re committed to making it easy for parents to provide their kids with more mindful, screen-free fun.”

Other companies, such Kmart, have also released their plans to fill the Toys ‘R’ Us void. Kmart unveiled, what it contends to be, this holiday season's hottest toys on its annual Fab 15 list. The list ranges from classic brands including Nerf, Barbie and Hot Wheels, to popular new additions like L.O.L Surprise! and Vampirina, there's something on this list for all kids. The company also announced a dedicated toy catalog and a holiday layaway offering.

In September, Michaels began attempting to gain a head start for holiday season labor as the craft-store seeks to hire thousands of seasonal workers. The company announced it will hire more than 15,000 seasonal positions across its U.S. and Canadian stores and distribution centers in preparation for the 2018 holiday season. This is not the first year this retailer got a head start and made thousands of seasonal jobs available, last year the company announced its seasonal position openings in August.

Last year, Michaels hired more than 40 percent of seasonal positions into regular roles following the holidays. Seasonal positions are being offered in more than 1,200 stores across 49 states in the U.S. and Canada.