Crayola Reorganizes Executive Team

Reorganization to focus on content development and experiences.
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License Global

May 16, 2022

Warren Schorr and Victoria Lozano.
Warren Schorr and Victoria Lozano.Crayola


has announced a reorganization to build capacity and alignment around key growth vectors for the company – children’s entertainment, content development and location-based experiences.   

As part of the realignment, Victoria Lozano, executive vice president, marketing communications and digital strategy, Crayola, will add content development to her responsibilities. In her expanded role, Lozano will spearhead Crayola’s strategic development and planning efforts for children’s entertainment content. Lozano also will lead Crayola’s consumer activation, engagement and content strategy across children, parent and educator audiences. This includes creating additional momentum behind the already successful Scribble Scrubbie YouTube franchise, the Create It Yourself (CIY) crafting social content and the Crayola Creativity Week program. 

Warren Schorr has been promoted to senior vice president business development, global licensing and experiences. Schorr will lead Crayola’s location-based

entertainment businesses, including the company’s owned and licensed Crayola Experiences and retail store development opportunities. He will continue to lead the inbound licensing acquisition and outbound global licensing businesses and develop strategies that extend Crayola into new spaces across the globe, including new categories, retail distribution and business segments. 

Both roles will report to Rich Wuerthele, president and chief executive officer, Crayola.  

“We have great confidence in our executive leadership and this organizational realignment will propel our expansion in the growing content and location-based entertainment space,” says Wuerthele. “This new focus will build capabilities and increase engagement, leading to a deeper, more meaningful consumer relationship with the Crayola brand.”  

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