- Timothy Fields

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. The assortment also contains craft activity kits, including jewelry making, pipe cleaner animal kits, party décor and card-making kits.

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 written 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.

"[The] expansion into Wal-Mart . . . [will] bring a national brand to this . . . growing category while reaching so many new consumers," said EK Success president Kevin Fick.

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.