128-129 Crayola (SL).qxp_NEW LSB 2008 GRID 28/04/2026 20:34 Page 1
IN CONVERSATION WITH… CRAYOLA
After 16 years of operating a distributor model in the UK, Crayola now has its own base in the territory – in Woking, Surrey – and has ambitious plans for growth. LSB catches up with Rob Spindley, licensing director - international, to discuss the company’s expansion and its creative thinking.
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arlier this year, Crayola confirmed that it is increasing its commitment to the UK and Irish markets, with the goal of doubling its business over the next four years and positioning the region as a key growth driver for its European operations. The first year of the plan has already seen it make a multi-million pound investment in the opening of a new UK office in Woking, Surrey
Crayola x Clinique The tie up with Clinique, which saw the beauty brand offer a playful expansion to its cult favourite Chubby Sticks franchise, was a great example of Crayola moving into spaces where people might not expect it to be. “For me, Clinique cosmetics, health and beauty is a massive opportunity for us to allow individuals to express themselves,” explains Rob. Crayola worked with a licensee to create special packaging to present the product, which saw the company imitate the colours of the Chubby Sticks and include cards showing how users could recreate make-up artists’ looks or create their own with the colour matched crayons. The partnership was supported by a multi-channel campaign including nationwide in-person activations, in-store trial opportunities and influencer and creator-led promotions. Above: Crayola worked with a licensee to create packaging for the Clinique product.
which houses over 30 staff. It has re-established direct trading relationships with retailers in the UK and Ireland – after 16 years of working under a distributor model in the region – and has set about a series of impressive licensee relationships and high profile collaborations. Danny Cowtan, general manager UK&I, described the moves as a “total brand re-awakening”, something of which Rob Spindley, licensing director - international, is definitely at the forefront.
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LICENSING SOURCE BOOK 2026