【】reported to be a $230 million deal.

NBCUniversal is getting into arts and crafts.。

The media conglomerate said this week that it's buying Craftsy, a DIY tutorial and art supply site, in what。 Recode。reported to be a $230 million deal.。

The Denver-based startup merges media and e-commerce with paywalled courses on everything from watercolor painting to "mastering the art of the pizza," as well as a catalog of crafting kits.
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SEE ALSO:How Video Platform Craftsy Is Acquiring 1,600 Paying Students Per Day 。

NBC plans to tap Craftsy's contributing instructors to appear on various shows across the company's cable and broadcast channels like Bravo's。 Top Chef 。Top Chef。 and SyFy's。Face Off 。

. The startup will also use its own production studio to create content for the network.。

"At its heart, Craftsy is a digital network with its own production studios, which we view as an extension of our own studios," NBCUniversal chair Bonnie Hammer reportedly said in a memo to employees when the deal was announced. "We believe that the interests and passions of our shared audiences naturally align."
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Hammer also said that NBCUniversal and parent company Comcast would use their business-wide ad operation to promote the Craftsy brand to a bigger audience.。

Craftsy had raised more than $100 million in venture capital funding since its inception in 2010 and boasts 10 million users and more than 1,300 classes. 。 The company added its retail arm last fall to compete with the likes of Etsy in the $40 billion market for craft supplies. 
。The acquisition follows a string of NBCUniversal investments in。

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The acquisition follows a string of NBCUniversal investments in。

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BuzzFeed 。

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, Vox Media and Snap Inc.。Featured Video For You。Make your own DIY ‘Poe Dameron’ costume using everyday materials。