October 30, 2023
TheSoul Publishing has announced a strategic partnership with E. Mishan & Sons (Emson), a family-owned business renowned for investing in, importing and distributing innovative products. The collaboration introduces a new line of DIY craft kits based on TheSoul Publishing’s 5-Minute Crafts brand, now available on Walmart.com and currently rolling out across 2400 Walmart stores in the U.S. and Canada.
The partnership aims to inspire creativity and empower individuals and families to engage in hands-on activities. 5-Minute Crafts is one of the most-watched DIY brands in the world, with over 850 million social media subscribers. The DIY kits cater to a wide range of audiences, with separate options designed for adults and families with children – showcasing various interactive projects, including hand plaster design, rock painting, glow-in-the-dark activities and more.
To promote the collaboration, TheSoul Publishing will launch a 360-degree marketing campaign on social media and television using the familiar “As Seen on TV” slogan and the updated “As Seen on Social” version. The campaign will include content from the 5-Minute Crafts team filmed inside five Walmart stores in a first-of-its-kind collaboration. The team will work with Retail Monster, its licensing agent in the U.S., for 5-Minute Crafts to maximize the potential of the collaboration.
“We are thrilled to collaborate with Emson to bring the fun and excitement of 5-Minute Crafts to homes across North America,” says Patrik Wilkens, vice president, operations, TheSoul Publishing. “Emson shares our passion for innovation and creativity, and this will allow us to inspire millions of families and individuals to explore their artistic potential with some truly amazing products.”
“We’re excited to work with TheSoul Publishing, a company that continually pushes the boundaries of digital content creation,” says Eddie Mishan, president, E. Mishan & Sons. “The 5-Minute Crafts DIY kits represent the perfect synergy between our companies, and we believe they will resonate strongly with Walmart customers, encouraging creative expression and fostering a sense of accomplishment.”
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