New Martha Stewart Crafts™ Decorative Arts Paint Program to Debut at Michaels
Kasey Jones
(NORCROSS, Ga.) – Craft industry leaders Martha Stewart Living Omnimedia, Inc. (MSLO), Michaels Stores, Inc. and Plaid Enterprises, Inc. today announced their collaboration on the introduction of an innovative new line of craft paint, tools, and accessories. Manufactured by Plaid Enterprises, the Martha Stewart Crafts™ Decorative Arts Paints Program debuts in late-August 2011, exclusively in all U.S. and Canada Michaels stores. Comprised of 250 skus and featuring a revolutionary new paint, the expanded Martha Stewart Crafts™ Decorative Arts Paints Program will anchor a chainwide revamp of Michaels' decorative arts department.
Mike McCooey, President and CEO of Plaid Enterprises, commented: “We have combined the iconic strength of the Martha Stewart brand, the international arts and crafts distribution power of Michaels, and Plaid’s state of the art paint technology to develop and launch this revolutionary new concept for the Decorative Arts Category.”
Patsy Pollack, Senior Executive Vice President of Merchandising at MSLO, stated: “We’re thrilled to be extending our popular Martha Stewart Crafts™ assortment at Michaels. Our innovative new line of paint, tools and accessories with Plaid will further inspire and delight crafters who look to Martha Stewart for ideas that allow them to express their creativity and celebrate special occasions in new and exciting ways.”
“As North America’s largest arts and crafts specialty retailer, we are always looking for exciting new products that will inspire our customers,” said Michaels Executive Vice President of Merchandising Philo Pappas. “We look forward to introducing this innovative new line from our longtime partners Plaid and Martha Stewart Crafts. ™”
One Paint, All Surfaces
The cornerstone of the program is an industry first: a unique, patented Martha Stewart Crafts™ Decorative Arts Paint, formulated to work on all craft surfaces, indoors and out, and is even dishwasher-safe. Manufactured in the United States by Plaid, the paint palette includes 160 colors, hand-selected by Martha and available in five versatile, non-toxic finishes.
The Martha Stewart Crafts™ Decorative Arts Paint Program also features a full selection of complementary products designed to enhance consumers' painting and creative experiences, including:
- Tools and Applicators:
- Ergonomically designed, soft-grip, no-slip handles
- Selection of bristle, foam and roller sets
- Sponges and specialty tools for creating faux finish effects
- One-of-a-kind applicator tops that convert paint bottles into tools (roller, fine tip, foam pouncer, and brush)
- Revolutionary Spray Paint Kit enables crafters to apply any Martha Stewart Crafts™ Paint color as a spray paint
- Multipurpose Heat Tool for cutting, burning and embossing
- Stencils: Stencil sets in a variety of themes and sizes to quickly and easily create designs for small scale projects.
- Mediums: Paint additives create specialty effects, such as Glaze for faux finishes, Antiquing and Crackle for aged effects, Texture and Stucco mediums for rough finishes, and Fabric medium for soft, washable effects on textiles.
- Finishes: Seal and protect using Satin, Gloss, Glitter, and Glow-in-the-Dark finishes.
- Specialty effects: Foil, Flock and Glitter transfers; Gilding, Chalkboard and Glow-in-the-Dark paints; Etching Medium for frosted effects on glass; tintable, waterproof Fabric Stiffener; and Metal Primer.
The Martha Stewart Crafts™ Decorative Arts Paint Program will receive marketing support through in-store events, signs, free project sheets, and a technique guide designed to educate, inform, and inspire consumers. It will be promoted through digital media including the three companies' websites: MarthaStewart.com/crafts, PlaidOnline.com, and Michaels.com.
About Martha Stewart Living Omnimedia, Inc.Martha Stewart Living Omnimedia, Inc. (NYSE: MSO) is a diversified media and merchandising company, inspiring and engaging consumers with unique lifestyle content and distinctive products. The Publishing segment encompasses the company’s print and digital businesses and is comprised of four magazines, including MSLO’s flagship publication, Martha Stewart Living, periodic special issues, books, websites, digital apps, blogs, and more. The Broadcasting segment produces the Emmy-winning, daily television series, "The Martha Stewart Show," and other original programming on Hallmark Channel, including “Mad Hungry with Lucinda Scala Quinn.” Broadcasting also encompasses Martha Stewart Living Radio on SIRIUS XM Channel 110. In addition to its media properties, MSLO offers high-quality Martha Stewart products through licensing agreements with carefully selected companies, including the Martha Stewart Collection exclusively at Macy's, the Martha Stewart Living line of home-improvement products at The Home Depot, Martha Stewart Crafts with EK Success at Michaels, Jo-Ann Fabric, and independent retailers, the Martha Stewart Pets line at PetSmart. In 2008, Emeril Lagasse joined the Martha Stewart family of brands; MSLO acquired the assets related to Lagasse's media and merchandising business, including television programming, cookbooks, and emerils.com website and his licensed kitchen and food products. For additional information about MSLO, visit www.marthastewart.com.
About Plaid Enterprises, Inc.Plaid Enterprises, Inc. is one of the world’s largest, most diverse manufacturers and marketers of creative do-it-yourself products. Plaid’s product innovation and dedication to the ever-changing needs of consumers have made the Plaid family of products among the most recognized and desired brands worldwide.
Plaid began in 1976 as a publisher and supplier of instructional books to the craft market. In the early 1980s, distribution channels were added as the product offering expanded to include paints, coatings and stencils. Today, Plaid is the industry's leading small batch paint manufacturer, producing all USA-made paint in facilities located outside of Atlanta, GA.
Many Plaid brands are recognized consumer favorites such as Bucilla®, Mod Podge®, Gallery Glass®, FolkArt® and One Stroke™. In addition to artist and craft acrylic paints, Plaid product categories include stencils, fashion, jewelry, glass paint, glues and needlecrafts.
Located in Norcross, Georgia, Plaid is a subsidiary of the Dyson-Kissner-Moran Corporation, a privately held New York-based investment company.
About Michaels Stores, Inc.Irving, Texas-based Michaels Stores, Inc. is North America’s largest specialty retailer of arts, crafts, framing, floral, wall décor, and seasonal merchandise for the hobbyist and do-it-yourself home decorator. The company currently owns and operates more than 1,045 Michaels stores in 49 states and Canada, and over 140 Aaron Brothers stores, and produces ten exclusive private brands including Recollections®, Studio Decor™, Bead Landing®, Creatology®, Ashland™, Celebrate It®, Art Minds®, Artist’s Loft®, Craft Smart® and Loops & Threads™. For more information visit www.Michaels.com
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For more information, contact:Deb DowlingPR Director, Corporate Communications
Martha Stewart Living Omnimedia
ddowling@marthastewart.com • 212.827.8546
Kristen KauffmanSPM Communications for Michaels Stores, Inc.
Kristen@spmcommunications.com • 817.329-3257
Kasey JonesDirector, Corporate & Consumer Outreach
Plaid Enterprises, Inc.
kjones@PlaidOnline.com • 678.291.8142