Martha Stewart, Wal-Mart Craft Deal

NEW YORK Martha Stewart is headed to Wal-Mart. Or, rather, two new assortments from Martha Stewart Living Omnimedia are.

MSLO, which is based in New York, announced this week that two new assortments from Martha Stewart Crafts — called Create and Celebrate — will be available at the mega retailer’s stores in the U.S. and Canada. The new assortments feature high-quality, easy-to-use products that are designed for the mass retail shopper.

Martha Stewart Create features crafting essentials and memory-keeping products such as paper, cutting mats, tools, pens, markers, glitter and ribbons.

Martha Stewart Celebrate showcases ready-made, paper-based weddings essentials, such as stationery, guest books, favor boxes, cake toppers and more.

“With Martha Stewart Create at Wal-Mart, consumers will experience the satisfaction that comes from making things by hand,” said Stewart in a statement. “With Martha Stewart Celebrate, we will be able to provide beautiful, creative solutions for party-giving from intimate gatherings to large celebrations such as weddings.”

MSLO partnered with EK Success, Clifton, N.J., a scrapbooking and creative consumer product company, to manufacture, market and sell the new assortments.

Based in Bentonville, Ark., Wal-Mart operates 925 stores.

A diversified media and merchandising company, MSLO also has licensing deals with numerous other retailers and manufacturers, including Macy’s, Kmart, Costco, Lowe’s and E&J Gallo wines.