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Loyalty360 Reads: December 22 | Michaels Sends 30,000 Craft Kits to Patients; White Castle Announces




Michaels and Project Sunshine Bring 30,000 Craft Kits to Pediatric Patients
The Michaels Companies, Inc. and Project Sunshine are partnering this holiday season to bring joy to pediatric patients and their families with a new Under the Sea Craft Kit for kids to use during their hospital stay. Project Sunshine, which provides support for families facing medical challenges and healing through the power of play, worked with Michaels, the largest arts and crafts retailer in North America, to create more than 30,000 Craft Kits. The Craft Kits will be sent to hospitals across the country for young patients facing illness or other medical challenges. The rollout begins at Children’s Health in Dallas in December and will continue across the U.S. and Canada next year.

The Michaels and Project Sunshine Under the Sea Craft Kits are individualized packets of materials to inspire play and engagement, spark joy and provide therapeutic value to the physical and emotional healing process. Delivered in an illustrated seascape canvas bag that patients can paint and customize, each Craft Kit comes with a submarine notebook for self-expression, a velvet cat-mermaid ornament, a wooden shark and seashell windchime, a yarn fish stitch kit, markers and a paint set.
White Castle Announces NFT Collaboration With Doodle Labs and Che-Yu Wu
White Castle has partnered with Doodle Labs Corp. to release a generative art NFT collection on the Ethereum blockchain. The collection celebrates White Castle's 100th birthday with a series of 5,000 NFTs by the celebrated digital media artist, Che-Yu Wu. The NFT collection will launch in December 2021 on Doodle Labs and is the first brand partnership powered by Art Blocks' generative minting technology.

Doodle Labs is an NFT-focused company dedicated to bringing established artists and brands to the blockchain via generative art. On the Doodle Labs platform, all NFTs are generated by algorithm and minted at time of purchase, creating a unique iteration in the one-of-one-of-x model.
Virtual Dining Concepts Launches TikTok Kitchen Brand
Virtual Dining Concepts (VDC), an industry leader in the virtual dining space, announced TikTok Kitchen, a partnership with the short-form video platform, TikTok.

The menu will be inspired by the hottest viral food trends on TikTok, an extremely popular category on their platform.  TikTok, with over 1 billion users, provides a space for creators to post food videos – from innovative recipes to cooking hacks. These culinary trend videos have exploded on TikTok generating hundreds of millions of views.  The menu will celebrate creators while offering restaurants across the country the opportunity to opt-in and become a market partner.
Skechers Announces New Operations in the Philippines
Skechers announced that it has transitioned its operations in the Philippines from a third-party distributor to Skechers USA Philippines, Inc. in order to maximize the brand’s growth prospects in the region.

“The Philippines has immense potential for Skechers, and with our dedicated team focused on growth and delivering the integrated capabilities of Skechers, we believe this step accelerates that potential,” said David Weinberg, chief operating officer of Skechers USA, Inc. “With Skechers’ appealing lifestyle collections, groundbreaking comfort innovations and our corporate support, we believe the Philippines can become a key market for us in Southeast Asia.”


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