How Crayola Crayons Gave Its Century-Old Product Renewed Relevance in the Age of iPads

With adult coloring books, co-branded lipstick, an app and more

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As global executive creative director of design firm Jones Knowles Ritchie, Tosh Hall has one of the most coveted design jobs in the world. But though Hall holds two college degrees and experience drawn from stints at Revlon and Landor, his education actually began when he was a toddler—with crayons.

(L. to r.) Eight shades of green, 1961. Beginning in 1903, the basic box had eight colors, and still does. The famous 64 pack debuted in 1958.
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This story first appeared in the Sept. 4, 2017, issue of Adweek magazine. Click here to subscribe.