Crayola Names New Vice President of Location-Based Entertainment Business

Crayola has announced the addition of Andy Pence as vice president, Experience and Location-Based Entertainment.  

In his new role, Pence will oversee the operations of existing Crayola Experience family entertainment centers, expanding the family attraction platform through licensing partnerships, and directing the development of additional location-based entertainment licensed programs. 

Pence has held various positions of increasing responsibility within Hallmark for the past 16 years. He most recently served as vice president and general manager for Hallmark Business Connections, the business-to-business unit of Hallmark Cards. 

In his new role at Crayola, Pence will report to Warren Schorr, senior vice president, business development, global licensing and experiences.  

“Location-based entertainment is a critical pillar from which Crayola continues to innovate and evolve new ways to interact and engage with consumers,” says Schorr. “Andy’s addition to the Crayola team in this new role will help us scale location-based entertainment across Crayola Experience and a portfolio of other concepts as we continue to build a deeper consumer relationship with the Crayola brand.”