Yet another retailer is jumping into the void left by the exit of Toys “R” Us.
The Michaels Companies announced the launch of a new web site dedicated to kid-friendly crafts along with the rebranding of its in-store kids presentation. The arts-and-craft retailer is also expanding its assortment of kids’ toys and activities, both in store and online. Michaels noted its kids’ products are developed to help kids “learn, grow, and discover screen-free fun.”
“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 CEO, Michaels, which operates more than 1,200 stores. “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.”
To celebrate, Michaels will a host a kickoff event at locations nationwide on Oct. 6, with a family-friendly scavenger hunt, toy giveaways and pumpkin decorating demonstrations. The chain plans to continue to offer weekly activities for kids and families, including Make Break and Kids Club programs, programs in which more than one million kids have already participated this year.
Several other retailers, including Five Below and J.C. Penney, are also expanding their selection of toys. Party City plans to open about 50 pop-up stores nationwide under the Toy City banner for the holiday season.