of the matter The love for arts and crafts and getting creative is showing no signs of slowing, for preschoolers, their parents, toy companies and retailers. With a stream of new products hitting shelves, as well as retailers investing in ‘try me’ areas and other in-store activity, further growth is certain. PPS catches up with some key players in the sector.

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olouring is one of the most popular creative activities in preschool age, while it’s proven to encourage kids’ imagination,” begins Iro Theodoritsi, European senior brand manager, Crayola division at Vivid Toy Group, when asked why the creative play sector is such an important one for preschoolers. One of the first activities which children probably actively take part in, colouring, painting, moulding, doodling, mess-free

play, the creative play category is solid business for retailers all year round. And there’s plenty of product out there to choose from, too. Vivid’s preschool creative business with Crayola has been growing substantially over the last years, Iro explains to PPS, driven by its unique mess-free colouring experience and innovative colouring tools, especially designed for little hands. “More parents and caregivers acknowledge the power of creative colouring and encourage their little artists to have fun colouring, but preferably without any mess,” says Iro. “And that’s what makes Color Wonder (mess-free) and My First Crayola (washable) range so popular.”

Above: Licences are key in the Crayola portfolio.

New launches from Crayola this year will highlight Toy Story 4 and Frozen 2. A line of themed colouring tools will be introduced such as Colour & Sticker, Giant Colouring Pages with Stickers, Colour & Create Cases and Colour Wonder in a folder pack format that helps children store their favourite creations and markers. The brand also works hard to ensure that retailers have a solid and innovative offer for their shelves, as Iro explains. “Crayola works hard to innovate and have enjoyed a global success with Washimals, transitioning traditional colouring into toy play and collectability,” she says. “It is a category that will continue to be supported with unique product offerings.”

Below: Little Brian’s Paint Sticks has won 18 consumer awards since launch back in 2016.

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03/05/2019 19:11