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Michaels taking its brand to the high seas

BY Marianne Wilson

The nation’s largest arts and craft retailer is teaming up with a major cruise line company.

Michaels Companies announced a partnership with Carnival Cruise Line as the exclusive arts and crafts provider for guests sailing on the line’s 26-ship fleet. Passengers — adults and kids alike — will have the opportunity to engage and create together through the “Make It With Michaels” experience onboard Carnival’s ships, featuring seasonally changing crafts and creative, nostalgic mementos including key chains, bracelets, picture frames, and more.

Michaels will also offer Carnival Cruise Line-themed in-store classes this spring across 1,200 stores nationwide.

“Carnival carries more than 5.2 million guests every year, including 800,000 kids, and this program will give guests of all ages a new and creative way to interact with our brand,” said Steve Carlotti, Michaels executive VP of marketing. “As the number one player in the arts and crafts space, we are the preferred destination for making and creative play, and this new partnership is another way we are solidifying our leadership position.”

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