Michaels has launched Cake Boss cakeware, designed by celebrity baker Bartolo "Buddy" Valastro, star of Cake Boss on TLC, and will be leveraging social media to promote the line.
Available in all U.S. Michaels stores, the cakeware line includes cookie, cake and loaf pans with grips, novelty bakeware like the signature flower cakelett pan; specialty baking utensils like a spoonula, a mechanical cookie scoop and a balloon whisk; and accessories like decorating tip sets, a fondant ribbon cutter, a letter impression set, and specialty fondant acrylic rolling pins.
"I always ask on my show, 'who wants to eat some cake?' because I know the answer — everybody!" said Valastro. "In designing my new Cake Boss cakeware it was important to me that everybody realizes how easy it is to make awesome cakes and desserts in their own home when they have the right tools."
Michaels will host a tweet chat on Sept. 26 with the Cake Boss team to answer customer questions about the cakeware line. Customers can send questions in advance to Michaels using hashtag #MeetCakeBoss.
Michaels will also offer demonstrations of how to use the Cake Boss tools during free in-store events in all U.S. stores on Sept. 28 from 10 a.m.-noon, and will also upload product and demonstration videos on Michaels.com.
"Cake Boss Cakeware products are easy for bakers of all skill levels to use, which takes the stress out of creating delicious baked goods," said EVP of category management Philo Pappas. "We want to make it simple for our customers to create affordable, beautiful desserts that they'll be proud to serve."
Michaels currently owns and operates more than 1,119 Michaels stores in 49 states and Canada and 122 Aaron Brothers stores, and produces 11 exclusive private brands including Recollections, Studio Decor, Bead Landing, Creatology, Ashland, Celebrate It, Art Minds, Artist's Loft, Craft Smart, Loops & Threads and Imagin8.
The Cake Boss collection is offered by Vallejo, Calif.-based Meyer Corporation, U.S., the largest cookware company in the United States. In addition to Cake Boss, brands sold by Meyer Corporation include Circulon, Anolon, Farberware, BonJour, Rachael Ray and SilverStone.