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Michaels Expands Education Offering

IRVING, Texas, March 4, 2015 (GLOBE NEWSWIRE) -- Michaels (Nasdaq:MIK), North America's largest arts and crafts specialty retailer, has launched online arts and crafts classes taught by top instructors and industry experts through an exclusive partnership with Creativebug.



A video accompanying this release is available at http://www.globenewswire.com/newsroom/prs/?pkgid=31150

The classes with Creativebug, a subscription-based provider of online DIY instruction, will round out Michaels' robust arts and crafts educational programming. Michaels also offers numerous in-store classes and crafting events each month, as well as hundreds of online project ideas and instructions.

Accessible anytime, anywhere, the video classes provide the novice crafter with basic techniques, such as beginning calligraphy and paper crafting, while also catering to the enthusiast crafter by teaching more advanced skills and projects.

"Creativebug offers Michaels customers classes that capture the spirit of in-person teaching, so they feel like they are learning alongside their instructor, but at their own pace," said Michaels Executive Vice President - Marketing Steve Carlotti. "The partnership with Creativebug provides a tremendous resource for our customers who are interested in making a project but are looking for step-by-step instruction and encouragement to make it a reality."

In addition to the videos featured on Michaels.com, customers who sign up by March 22 can receive a free two-month trial subscription to Creativebug.com, with access to hundreds of video classes as well as a coupon for 25 percent off customers' entire regularly priced purchase through March 25 at Michaels stores and Michaels.com

"At Creativebug, our goal is to enhance our viewers' creative lifestyle by continuously teaching new techniques and encouraging them to explore new craft spaces," said Creativebug CEO Ursula Morgan. "Through Michaels.com, we will be able to share our on-trend, modern craft classes with a wider audience and introduce these customers to the broad range of DIY art and craft techniques that Creativebug.com provides."

The partnership debuts this month in conjunction with the launch of Michaels' Springtime In Paris contest. Creativebug will offer viewers step-by-step instructional videos to create Paris-inspired craft projects, which crafters can enter in the contest for a chance to win a trip for two to Paris. Additional details are available on the contest website.

About The Michaels Companies, Inc.

The Michaels Companies, Inc., is North America's largest specialty retailer of arts and crafts. As of Jan. 3, 2015, the Company owns and operates 1,168 Michaels stores in 49 states and Canada and 121 Aaron Brothers stores, and produces 12 exclusive private brands including Recollections®, Studio Decor®, Bead Landing®, Creatology®, Ashland®, Celebrate It®, ArtMinds®, Artist's Loft®, Craft Smart®, Loops & Threads®, Imagin8® and Make Market™. Visit www.Michaels.com for additional information.

About Creativebug

Founded in San Francisco by Chief Creative Officer Jeanne Lewis, Chief Operating Officer Julie Roehm and Editorial Director Kelly Wilkinson, Creativebug launched in May 2012 with the goal of being the go-to source for online DIY art and craft instruction. The subscription-based site features some of the most inspirational designers, artists and crafters to create personalized video classes for all levels of makers. Today, Creativebug.com features more than 400 classes, with two to four added each week to help elevate the creative lifestyle from a holistic approach. The classes focus on sewing, quilting, knitting, crochet, art and drawing. Otter Media, a joint venture between The Chernin Group and AT&T, acquired Creativebug in July 2014.

Media Contact: Megan Duran or Loren Rutledge
817-329-3257
Michaels@spmcommunications.com

Source:The Michaels Companies, Inc.