BEHIND THE BRAND: CRAYOLA RIGHT: Crayola has been inspiring children for over 100 years
Boxes of Curiosity Few brands have the kind of emotional resonance that Crayola does. Behind the familiar yellow and green branding lies a business that has quietly evolved, adapting to shifting consumer habits, leading on product innovation, but never forgetting where its roots lie.
F
ABOVE: Crayola makes creativity accessible to everybody. RIGHT: The iconic Crayola crayon is still an anchor of the range.
ounded in 1885 as Binney & Smith in Easton, Pennsylvania, the company introduced the Crayola name in 1903 with a modest box of eight crayons. That simple product would go on to define an entire category. Today, Crayola is a global creative brand powerhouse, spanning everything from traditional art tools to digital experiences and licensed product. For Camilla MacQueen, marketing manager at Crayola UK, the brand’s enduring appeal comes down to something fundamental. “The legacy that touches millions of people of all ages, all backgrounds, and all vocations each year began with a simple box of crayons.” That sense of legacy is carefully balanced with a forward-looking mindset. While crayons remain an essential part of the business, Crayola has continued to innovate with products designed to inspire colourful self-expression, deliver unfettered creativity, and give families the
confidence that comes from a brand synonymous with quality, washability and less mess. “As one of the most beloved and trusted brands in the world, Crayola is committed to nurturing creativity as a lifelong journey,” says Camilla. “From sparking a child’s first artistic adventure, to inspiring adults to embrace their creative spirit, the brand encourages individuals of all ages to explore, discover, celebrate and connect through the joy of making.” Walk down any stationery aisle and you’ll find the familiar yellowand-green Crayola packs, but there’s a wave of innovation reshaping the category. One of the brand’s biggest recent launces is its Clicks range, a cap-free marker designed for modern, on-thego use. “No more lost caps or driedout markers, Clicks offer a retractable design paired with special ink formulated to resist drying out,” Camilla explains. “They bring together convenience,
18
durability and creativity in a way that resonates across ages.” Meanwhile, Color Wonder, with its mess-free, magic ink, is a staple for parents seeking stress-free creative play. “Color Wonder is a hero for families seeking mess-free, kid approved creativity,” says Camilla. “It offers a stress free solution during busy summer and early term periods when parents are looking for simple, screen free, independent creative activities.” For families looking for a complete creative project, Crayola’s washable deluxe paint kits offer excellent value with “all in” formats that include everything needed in one box. These sets are ideal for gifting, holiday activities and creative top ups throughout the year.