Are you familiar with themed crates, like BarkBox, or LootCrate, or Hello Fresh? This is like that, but with a HaldeCraftian spin on it.
For a long time HaldeCraft has offered a yarn club, wherein you could pre-order if you liked the theme that was planned; I would tell you the theme before club started but not show off the yarn until after pre-orders were closed club was ready to start shipping.
HaldeCrate is a different type of club... in fact, it's more like a one-time box, every other month, with a different theme and listing page each time. Not only are you told the theme at the beginning but throughout the time that pre-orders are available, you get more and more pictures of what's being offered. Not only is there the ability to order yarn, but also soap and ceramics - or, also the ability to NOT order anything you don't want. It's much more either/or, and while people who were in yarn club aren't losing anything, people who would also like a ceramic club, or a soap club, now have options as well.
For example, if you just want the yarn, you only pre-order the yarn. If you only want the ceramics, you only pre-order the ceramics. If you only want the soap set, you only pre-order the soap set. It's all the same listing, it's all called HaldeCrate, but you put together your individual crate from the offered options.