Walmart Debuts DIY Kits from TheSoul Publishing’s 5-Minute Crafts

5-minute crafts thesoul

TheSoul Publishing, a global leader in digital content creation, announces a strategic partnership with E Mishan & Sons, Inc (Emson), a family-owned business renowned for investing in, importing, and distributing innovative products. This collaboration introduces a new line of DIY craft kits, based on TheSoul Publishing’s wildly popular 5-Minute Crafts brand, now available on and currently rolling out across 2400 Walmart stores in the United States and Canada.


The partnership aims to inspire creativity and empower individuals and families to engage in hands-on activities, fostering a love for arts and crafts. 5-Minute Crafts is the most-watched DIY brand in the world, with over 850 million social media subscribers. The DIY kits cater to a wide range of audiences, with separate options designed for adults and families with children – showcasing various interactive projects, including slimy ‘ice cream’ making, hand plaster design, rock painting and glow in the dark activities.


To bolster the success of this collaboration, TheSoul Publishing will launch a massive 360 degree marketing campaign on both social media and television using the familiar “As Seen on TV,” slogan, as well as the updated “As Seen on Social” version. This campaign will include content from the 5-Minute Crafts team that will be filmed inside five Walmart stores, in a first of its kind collaboration. The team will work closely with Retail Monster, its Licensing Agent in the United States for 5-Minute Crafts, to maximize the potential of this unique opportunity.


Patrik Wilkens, Vice President of Operations at TheSoul Publishing, said, “We are thrilled to collaborate with Emson to bring the fun and excitement of 5-Minute Crafts to homes across North America. Emson shares our passion for innovation and creativity, and this will allow us to inspire millions of families and individuals to explore their artistic potential with some truly amazing products.”


Eddie Mishan, President at E. Mishan & Sons, Inc, expressed his enthusiasm for the partnership, stating, “We’re excited to work with TheSoul Publishing, a company that continually pushes the boundaries of digital content creation. The 5-Minute Crafts DIY kits represent the perfect synergy between our companies, and we believe they will resonate strongly with Walmart customers, encouraging creative expression and fostering a sense of accomplishment.”


This collaboration underscores the shared commitment of TheSoul Publishing and Emson to deliver high-quality, innovative products that inspire creativity and make a positive impact on people’s lives.