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

Despite having 120 colors, Crayola uses only 12 different colors of wrappers. Raquel Beauchamp

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.

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This story first appeared in the Sept. 4, 2017, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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