Colorful Crayola products will soon be fanning out across the EMEA, thanks to a new deal with London-based WildBrain CPLG to develop licensing programs in the region.
Targeting an all-ages demographic, the new ranges will include apparel, accessories, footwear, toys, housewares and fast-moving consumer goods. Crayola will continue to handle its own licensing business in the UK.
It’s been a busy licensing year already for the Pennsylvania-based art supply manufacturer. New partnerships with shoe-maker Vans and online clothing retailer FatFace to develop customizable children’s apparel collections were announced in February. And these collabs have driven interest from other IP owners and brands, according to a release.
Crayola also announced on May 24 the promotion of longtime executives Victoria Lozana and Warren Schorr as part of a reorg to develop on-screen content for kids and expand the company’s location-based business.