Shark Tank Start-Up Surprise Ride teams up with Michaels to help kids put down the gadgets

Surprise Ride activity kits helps Michaels reach common goal: to help families unplug and create together

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Dec 19, 2017, 09:19 ET

WASHINGTON, Dec. 19, 2017 /PRNewswire/ -- Surprise Ride is the latest in a group of highly successful subscription services to team up with a retail powerhouse. The start-up, which was featured on ABC's hit show Shark Tank, has partnered with leading crafts retailer Michaels to launch an exclusive retail collection of their off-screen activity kits for kids.

At a time when brick and mortar retailers are struggling, Rosy Khalife, COO and co-founder says, "Retailers are looking to startups to help them reinvigorate their offerings." Michaels isn't the first major retailer to adopt this trend. Target carries products from The Honest Company and Harry's Razors, both of which started as direct-to-consumer e-commerce companies with subscriptions.

Rosy started Surprise Ride with sister, Donna Khalife. In selecting Michaels as their first retail partner, Donna and Rosy said they wanted a company that would champion their product. "The brands align really nicely together," says Donna, CEO and co-founder. "It's about making and creating, and taking a break from the gadgets as a family."

Surprise Ride's hand-crafted activity kits are inspired by memories of Donna and Rosy's childhood. The dynamic sister duo grew up with an artist father who created homemade activities for them, which often led to fun shopping trips to Michaels.

In 2013, after launching Surprise Ride, the sisters were on the hit show Shark Tank where they didn't accept an offer from investor Robert Herjavec and left without a deal. In a surprising twist, they later made Shark Tank history by receiving an investment from Kevin O'Leary on Shark Tank spinoff Beyond the Tank. "Kevin sold his company to Mattel, so he really understands the space we're in: kids and education," says Rosy. "He was a huge part of our retail partnership. His expertise and input has helped throughout our journey."

"I was attracted to this company because I come from the kids education industry, and I know it's past due for being disrupted. The Michaels deal is a smart move for both companies," says O'Leary.

Offering Surprise Ride kits at Michaels offers families another convenient way to get their hands on the educational kits. Surprise Ride will continue an omni-channel approach to be where modern families need them to be.

Surprise Ride can be found in Michaels stores in select U.S. markets, and on Michaels.com nationwide.

About Surprise Ride

Surprise Ride, founded by sisters Rosy & Donna Khalife, designs activity kits that give kids a break from the gadgets to create, craft, and learn in the real world. Surprise Ride has brought to market 50+ products. The company has received accolades from parenting experts and appeared on ABC's Shark Tank, The View, The New York Times, Forbes, Tech.Co, and Star Magazine.

Contact: Bethany Mulcahy, 888-984-2779, [email protected]

SOURCE Surprise Ride