Vivid Wins Crayola for EMEA

United Kingdom-based toy licensee Vivid Imaginations has acquired the Paris-based Nomad Company, which manages the distribution of Crayola’s core products across Europe, the Middle East and Africa. The deal excludes Italy where Crayola will maintain a subsidiary operation.

The new subsidiary company, Vivid Europe, will continue to be based in Paris headed by current managing director Eric David.

Vivid Group chief executive Nick Austin says: “Crayola is trusted and loved by parents and children in all markets. With Eric David’s excellent team and Crayola’s superb product lines we believe we can double sales within the next five years.”

Vivid claims that it has grown sales by 40% in the United Kingdom and Ireland since it acquired Crayola distribution rights three years ago.