Vivid Imaginations, the toy company behind the Bratz brand in the UK, is planning an advertising blitz around Crayola as it seeks to reinvigorate the brand.
Early next year, Vivid will kick off a television ad campaign, launch new products and roll out brand partnerships and promotions as it seeks to re-ignite interest in Crayola among children.
The drive will push products such as Crayola Tools and Doodle Daisy, both to launch in January, and other recently released lines such as the Crayola Mega Pen, Crayola Color Explosion and Color Wonder. Crayola Tools features brightly coloured stationery for children, including a staple-free stapler and an erasable highlighter.
Vivid will market the products as “new solutions to school stationery dilemmas”, promoting the innovation behind the products, while also tapping into the sense of nostalgia many parents have about the Crayola brand.
Vivid marketing and licensing director Emma Sherski says: “Crayola is a huge success; new product development figures for October show Crayola is up 43% year on year and has been the leading brand in arts and crafts for eight consecutive months.
“We have invested in proprietory technology and innovative concepts and expect the success to continue.”
Vivid distributes the Crayola brand for owner Binney & Smith in the UK and Eire after a deal in January 2006.