“Crayola’s partnership with Hunter Price expands the possibilities children in the U.K. have to creatively express themselves,” says Rob Spindley, licensing director, EMEA, Crayola. “These innovative products will complement the core Crayola range – which is distributed by Goliath in the U.K. and northern Europe – increasing the opportunities to inspire and engage children’s imaginations.”
A capsule collection will debut in 200 Tesco stores for the new range Crayola Kraft, created by the team at Hunter Price in collaboration with Crayola. Crayola Kraft is a predominantly paper-based range, and the first range is plastic free, recyclable, printed with vegetable-based inks and FSC certified.
Related:Crayola: A Brand in Bloom
“Over the past 12 months, the team has worked tirelessly to develop more than 100 new product concepts and get them ready for retail,” says Ben Cornwell,
Key lines include the Crayola Kraft Activity Case, which comes with 12 coloring pencils, sticker sheets and a 30-page activity book containing coloring sheets, craft activities and paper sheets. The Crayola Kraft Scrapbooking Kit includes a 40-page kraft paper scrapbook, sticker sheets, patterned and colored paper sheets, tissue paper, decorative tape and raffia paper ribbon.
The two other products in the collection include a Card Making Kit and a 3D Wooden Animal Kit, with five assorted animals that can be colored and decorated.
The second new collection concept is Crayola Everyday, a range of 19 products designed to encourage crafting and creativity every day, which will launch in more than 400 Poundland stores nationwide. The range features different themes and characters, including monsters, unicorns and under the sea.
With a target demographic of children ages 3 to 11, the Crayola Everyday range features a variety of create-your-own items, from puzzles to metallic canvases to a map of the world, as well as scratch art and paper pads. Most lines also include Crayola crayons.
Hunter Price will unveil additional new product concepts in the U.K. and European markets in the coming months.
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