Crayola Announces 2021 Back to School Programs 

The BTS program from Crayola includes new and returning food and beverage collaborations. 
License Global

August 19, 2021

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This year, Crayola has teamed up with several consumer goods brands to celebrate and inspire creativity as children return to in-person school, in some cases for the first time in over a year.    

“Crayola is the No. 1 brand for school supplies when parents shop for their children’s back to school lists,” says Warren Schorr, vice president, business development and global licensing, Crayola. “Partnerships and promotions add value and inspiration for our retailers, partners, and consumers as parents and educators prepare their children for a successful school year.”  

Kraft Mac & Cheese: In its third year, Crayola and Kraft Mac and Cheese have partnered on a promotion, which includes Kraft Mac and Cheese’s sponsorship of the new Crayola IDEAWorks exhibit soon tour the country. This year’s bundle of four ABC Mac and Cheese boxes promotes an online, digital coloring contest where consumers can win prizes, including a trip for a family of four to the exhibit where the child’s winning artwork

is displayed.  

Ferrera: Crayola’s second back-to-school partnership with Ferrara includes the Keebler, Black Forest, and Funables Ferrara brands under “Treat Their Imagination.” Packaging and POP direct consumers to a co-branded, digital hub where shoppers can submit a proof of purchase in exchange for a free month of access to Crayola’s Create-and-Play app. The hub also grants kids free access to games, coloring pages and a CIY, “create-it-yourself” activity developed by Crayola.  

Pepperidge Farms: Crayola’s renewed partnership with Pepperidge Farm Goldfish brings back last year’s “limited time only” Colors 20-count multipack. This time, the product is available at retailers nationwide based on Target’s success in 2020.  

GoGo squeeZ: New Crayola partner GoGo squeeZ encourages children to “squeeZ the color” with specially-designed “color me” packaging for 12-count fruit and 10-count yogurt packs. The program is supported via an online sweepstakes giveaway, a robust influencer program and an interactive, outdoor event in Los Angeles, Calif. 

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