Michaels Debuts MakerPlace by Michaels “Respect the Handmade” Brand Campaign and In-Store Selling Pilot to Celebrate Handmade Artists and Creators

Latest endeavors deepen commitment to continued evolution of MakerPlace as the best place for handmade sellers and shoppers

IRVING, Texas, March 07, 2024 (GLOBE NEWSWIRE) -- Michaels, the best place for all things creative, today unveiled the first-ever brand campaign for MakerPlace by Michaels, the new online marketplace for truly handmade goods, classes and how-to’s, as well as an in-store selling pilot at Michaels Stores for MakerPlace sellers. These efforts are the latest in Michaels’ continuous evolution of the platform in support of the goal to be the best place for handmade sellers and shoppers.

“We launched MakerPlace by Michaels with the goal of becoming the best place for handmade sellers and their customers,” said Ashley Buchanan, Chief Executive Officer at Michaels. “Our latest efforts, including our first brand campaign and an in-store selling pilot, are just the beginning of what we have planned to deepen our support for the independent handmade community. MakerPlace, together with our stores and expanded ecommerce assortment, enable Michaels to be the true one-stop-shop to support handmade sellers along every step of their creative journey. We’re grateful to the MakerPlace sellers and customers who have been with us from our early beta and look forward to continuing to grow together.”

“Respect the Handmade” Brand Campaign
The “Respect the Handmade” campaign was brought to life in partnership with creative agency OBERLAND, and celebrates the brand promise of respecting and supporting independent handmade artists and makers as well as the customers who turn to them for unique gifts, décor and more. The campaign will extend across social media, the MakerPlace website, and Michaels owned channels as well as streaming video and programmatic paid media.

The campaign is based on the concept of handmade goods coming to life, showcasing the thrill of discovering unique, handmade treasures and the joy these items bring to the customers purchasing them. It features an anthem spot set to a playful cover of the iconic song “Respect” performed by handcrafted puppets representing the kinds of items sold on MakerPlace, including goods available for purchase from sellers Sun Sprinkles and Breads and Threads Handmade.

• “I've been a MakerPlace by Michaels seller since the beta launch and have been thrilled to see Michaels continue to support and evolve the site,” said Linette Ramos de Soto of Breads and Threads Handmade on MakerPlace. “The new ‘Respect the Handmade’ campaign is a testament to the admiration Michaels and MakerPlace have for truly handmade businesses, and I’m so excited that my art will be featured and seen by millions.”