New and evolved customer experiences fuel Michaels’ omnichannel transformation and growth.

License Global

March 15, 2024

1 Min Read
Gabby’s Dollhouse’-themed party, The Michaels Company
"Gabby’s Dollhouse"-themed partyThe Michaels Company

Michaels has announced the launch of its new “Birthday Parties” offering in the U.S. along with enhanced omnichannel experiences and events for all ages. This marks the latest step in Michaels’ omnichannel transformation, as the company continues to invest in growth opportunities to create a best-in-class customer experience.
After a successful pilot in the Canadian market last year, Michaels is rolling out its “Birthday Parties” offering to customers across the U.S. Birthday parties at Michaels are available for kids ages 4-13. Each two-hour party includes three projects with all necessary supplies, a dedicated “party captain” to host and handle all set-up and break-down and a themed e-vite to manage invitations and RSVPs. At launch, Michaels is partnering with DreamWorks Animation to offer a limited-time party themed around the preschool series, “Gabby’s Dollhouse,” now streaming on Netflix.

“Michaels is committed to being the best place for all things creative, both through our products and the experiences and services we offer,” says Heather Bennett, executive vice president, marketing and e-commerce, Michaels. “The evolution of our classes and experiences program, now including birthday parties, offer our customers even more stress-free, seamless ways to get creative while carving a new path for Michaels’ continued omnichannel growth.”

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