Iconic coloring brand Crayola has promoted two long-time executives as part of a reorganization that will draw the company into the content business, while supporting its growing stable of live events.

Marketing communications and digital strategy EVP Victoria Lozano (pictured right) is adding content development to her remit. In this expanded role, she will lead Crayola’s development and planning of kids content, including new series and digital-first entertainment.

The company is looking to forge content partnerships with kidcos to bring its brand beyond consumer products—where it has lived historically and experienced the most success—and into on-screen entertainment. It’s an overdue move, and one the team is eager to embrace, says Lozano.

“The realignment is to help us create more holistic platforms for our content and experiences,” she tells Kidscreen. “Now all of our interactive content, such as mobile apps and education marketing, are under one umbrella with content and social to help us maximize how Crayola plays in these spaces.”

On the live events side of things, Crayola has promoted VP of business development and global licensing Warren Schorr (pictured left) to SVP of business development for global licensing and experiences. Schorr, who has been at Crayola for more than a decade, will now lead the company’s entire location-based entertainment business, including its proprietary and licensed experiences and retail stores. Both executives report to Crayola president and CEO Rich Wuerthele.

In recent years, Crayola has expanded to focus on three pillars: consuner products, location-based experiences and content, says Schorr. Prior to the promotions, he and Lozano both had some control over live events and were starting to build them out, as evidenced by five Crayola Experience entertainment centers in the US. Now he plans to focus on developing strategies to bring the brand into every part of kids’ lives, including theme parks and shopping malls. New announcements about Crayola’s growth in location-based entertainment are also on the way, he adds.

The long-term goal is to build synergy across the content, location-based and consumer products businesses so the three pillars can support each other, bringing an end to a more siloed business approach, says Schorr.

“Content is the new horizon for us,” he says. “Crayola belongs in the entertainment space. We’re charting a path into new experiences, content and becoming a more robust platform.”