The the LA Times says:
Wooky Entertainment, the Montreal-based company bringing the line to the public, believes Hilton is just the ticket to infuse some excitement into the crafting world and fill a needed niche for the younger set.
“In the craft market we see a lot of demand for tweens and teens,” said Genevieve Lecompte, Wooky’s vice president of sales and marketing, “but there’s not much to offer.” Seeking a personality to pair with craft kits, Wooky executives approached Hilton, who liked the idea. “She’s a great icon for teens and young adults,” Lecompte said. “And she’s a really creative person.” Allegedly, she does scrapbook.
Hilton isn’t actually designing the line herself, but she does have approval on products and, of course, her glam style and personality will influence the design. The fabric embellishment kits include iron-ons with rhinestones, embroidery and appliques, and the scrapbook collection features albums, papers and blingy embellishments (Wooky isn’t releasing any images before the show). Kits are geared to teens who want everything coordinated and ready to go because, evidently, they’re as time-strapped as the rest of us.
Via Extreme Craft.