Choose Friendship is not only the name of a family-owned company from Michigan, but a way of life and daily affirmation that is spreading like wildfire.

Specializing in crafting kits, Choose Friendship Company is taking traditional crafting to the next level, making it easier, all-inclusive and travel-ready … the kind of  “no-muss-no-fuss” that crafters of all ages appreciate.

The company that David Crorey started while babysitting his granddaughters -trying to perfect the old-fashioned method of creating friendship bracelets he introduced the patented innovation My Friendship Bracelet Maker®- goes above and beyond to provide a helping hand worldwide.

The team started with initiatives that encouraged crafters to create bracelets for those touched by cancer (Pink and White, Kids Join the Fight), diabetes awareness (Embracing You With a Circle of Blue), and military families (Red, White and Blue, Kids Serve Too).

Last year Choose Friendship Co. partnered with Mad Habit Media, a local teen artist, and over 100 Michigan kids to create a flash mob style music video, featuring the song “Inside Out” that inspires others to choose friendship rather than empower bullies. The profit raised from iTunes downloads and t-shirt sales were donated to Defeat The Label, a local anti-bullying organization.

Touched by stories of those devastated by Hurricane Sandy, Choose Friendship Co. donated products to independent toy stores on the coast and the Kids In Distressed Situations (K.I.D.S.). Other recent contributions include Maiden Nation’s cause of helping survivors from the 2010 earthquake in Haiti to build a new life.

Plans are underway to work with Wish Upon a Teen to help teenagers with developmental or medical conditions.

Today, the Choose Friendship family business has gone global, continually expanding its product line to an ever-widening audience with exciting innovation to both traditional and new crafting techniques. Their mission is to engage kids in creative self expression, while continuing to promote the message of friendship.

With 18 awards and counting, Choose Friendship Company products consistently win ratings for entertainment, originality and educational value from parent and industry experts. As compact, travel-ready imagination starters, all of their products come with everything kid crafters need to unplug from digital distractions and explore their connections to each other.

• Children’s Retail Today publishes new posts on Tuesdays, Wednesdays and Thursdays. If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today!