With New Brand, Crayola Hopes to Expand Its Palette


Crayola, best known as a kid-focused crayon brand, is launching a new line of customizable, design-centric school supplies in Target stores next month as part of a move to reconnect with teens.

The new brand, Liv Crayola, consists of binders, notebooks, index cards, pens, pencils and other stationery products that can be personalized using “design packs” or original patterns created online. The line, which is targeted at girls aged 13 to 18, hits shelves June 20 and will be sold exclusively at Target, said vp, portfolio marketing Victoria Lozano.

Though teachers, elementary school children and coloring enthusiasts make up the bulk of sales of Crayola’s namesake product, teenage girls, it turns out, never forgot about Crayola. Research revealed they felt the brand had left them, not the other way around.

That insight became the foundation for a social media and word-of-mouth-backed prelaunch ad campaign, which kicked off last month. The brand launched two apps on its Facebook page, for instance. One allows consumers to jazz up photos with Liv Crayola-inspired designs. The other lets fans “create your own Crayola color nickname and find your True Colors.”

Crayola, a unit of Hallmark, also worked with New York-based experiential marketing firm Mr Youth to send out samples to 2,000 brand ambassadors. These consumers, drawn from the latter’s database of 130,000 brand influencers, were awarded with a points-based system for introducing the products to friends, Crayola said.

A teenager who organized a Liv Crayola fashion show, for instance, would receive more points than someone who uploaded a link on a blog, said Stacy Gabrielle, the company’s PR and social media manager.

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