Michaels and Hallmark Pair Holiday Unplugged With Workshops and Seasonal Crafts

Michaels and Hallmark are extending a holiday movie into hands-on retail activities, with Holiday Unplugged at the center of a season-long collaboration. The plan brings the film’s theme of family creativity into Michaels stores and homes through scheduled workshops, on-demand projects and a curated selection of Hallmark holiday products.

The partnership marks Michaels’ first collaboration with Hallmark on an original holiday movie. Holiday Unplugged premieres Nov. 7 on Hallmark Channel and Nov. 8 on Hallmark+. Its story follows a family rediscovering the pleasure of setting screens aside, crafting together and making holiday memories.

The retail component starts Nov. 1, with in-store creative experiences continuing through November and December. According to research from Michaels and Morning Consult, 80% of parents are seeking hands-on holiday activities that don’t involve screens. Michaels is using that finding to frame a schedule of projects for families and other shoppers, from personalized decorations to handmade gifts and keepsakes.

Workshops put the film’s theme into practice

The program opens Nov. 1 with a hand-stitched card workshop, scheduled from 1 to 3 p.m. Participants will use yarn and foam to make a textured holiday greeting card. On Nov. 7, a Michaels x Hallmark Holiday Workshop features two projects designed by Hallmark: dimensional paper ornaments inspired by Hallmark’s archives, from 10 a.m. to noon, and custom holiday cards using paint-scraping techniques, from 1 to 3 p.m.

Hallmark artists are also set to appear at two locations during the Nov. 7 event: 9644 Quivira Rd., Lenexa, Kansas, and 675 Ave. of the Americas, New York City. The schedule then continues Nov. 8, from 1 to 3 p.m., with a foam-and-pom-pom ornament or another personalized holiday decoration.

Later November sessions broaden the materials and techniques on offer. Kids Club participants can sculpt air-dry clay figurines on Nov. 14, from 10 a.m. to noon. On Nov. 15, from 1 to 3 p.m., the cookie cutter clay ornaments workshop uses clay, paint and foliage to add shape and texture to seasonal decorations.

December’s lineup includes a hand-knit yarn muff workshop on Dec. 6, from 1 to 3 p.m., with ideas for handmade gifts. Kids Club returns Dec. 12, from 10 a.m. to noon, for painted wood ornaments. A holiday junk journal session follows Dec. 13, from 1 to 3 p.m., inviting participants to create a personalized keepsake for seasonal memories. The final listed event is Kids Club cookie decorating on Dec. 19, from 10 a.m. to noon, with festive designs and supplies provided.

For shoppers who can’t attend in person, Michaels is directing customers to on-demand Hallmark content at Michaels.com/classes. The offerings include a calligraphy class and additional holiday projects.

Seasonal products extend the collaboration

A Hallmark holiday assortment will be available exclusively at Michaels stores and online. It includes festive baking and entertaining pieces, seasonal décor and plush, giving the collaboration a product presence alongside the film and activities. The range is intended for holiday gatherings, gifting and seasonal traditions.

Michaels President and Chief Customer Officer Heather Bennett said the partnership connects two brands around customers’ interest in creating meaningful moments with loved ones. She pointed to handmade gifts, seasonal decorating and new traditions as ways creativity can make holiday occasions more personal.

Chris Ward, Senior Vice President of Ad Sales at Hallmark Media, described connection as central to Holiday Unplugged and said Michaels could help carry the story beyond the screen. His remarks align the film, workshops and at-home projects around shared making and time together.

For toy and craft retailers, the structure offers a clear example of entertainment tie-ins built around activities as well as products. Workshops, demonstrations and family events can give a licensed theme a physical presence in stores, while on-demand projects extend participation to the home. Details on the products and creative experiences are available at Michaels’ Hallmark partnership page.

Michaels operates more than 1,300 stores across 49 states and Canada, as well as online at Michaels.com and Michaels.ca. Founded in 1973 and headquartered in Irving, Texas, the company also owns Artistree, a manufacturer of custom and specialty framing merchandise. The collaboration’s next measure will be how well its movie, store sessions and take-home projects bring the same creative idea to shoppers across those channels.