Kubota Refuels Partnership with Crayola

Crayola Experience Raceway-Themed national tour includes Trackhouse Racing Pit Crew and Kubota branded racecars.

License Global

May 15, 2023

2 Min Read
Promotional image for “Raceway Makeover by Kubota.”
Promotional image for “Raceway Makeover by Kubota.”Kubota

Kubota Tractor Corporation and Crayola have announced a renewed partnership building on last year’s collaboration between the brands. The new venture is inspired by Kubota’s NASCAR partners like Trackhouse Racing and ThorSport Racing. It includes an immersive, interactive event touring Crayola’s family attractions, at-home crafts and coloring pages at CrayolaExperience.com/Kubota, Crayola.com and classroom activities and educational content.     

Together, the brands will transform Crayola Experience family attractions into “Raceway Makeover by Kubota” in a four-market national takeover tour later this month. The limited-time events will feature dozens of hands-on, auto racing-themed activities featuring Kubota equipment, such as tractors, mowers and RTVs, as they ready the fictional town of Crayonville for its new raceway. 

To kick off the national tour, Kubota and Crayola will host grand opening events for each takeover, featuring live pit crew demonstrations from Kubota’s NASCAR partner, Trackhouse Racing. At these events, kids will test their pit crew skills to see if they have what it takes. Kid-friendly challenges include simulated tire-changing relays, gas-refill speed tests, tire-obstacle courses and more. 

“Partnering with Crayola brings to life our iconic orange equipment in new ways and with it the chance for kids to get creative and see what’s possible when we work together,” says Todd Stucke, senior vice president, marketing, Kubota Tractor Corporation. “Throughout the immersive experience, kids will discover how teamwork and the machine power of Kubota equipment can improve communities.”  

Related:Crayola and Well Woven Create Colorful Rugs

Inside the family attractions, kids will participate in a pit crew tire-change challenge, get behind the wheel of a virtual Kubota tractor in a simulator game, race Kubota toy cars customized with Crayola accessories, take photos with kid-size Kubota-branded race cars and trucks plus more activities.  

“Through collaborations such as our partnership with Kubota, we are able to create exciting and engaging experiences that showcase real-life applications of how imagination and creativity are at the core of everything we do as kids and adults,” says Warren Schorr, senior vice president, business development, global licensing and experiences, Crayola. “Big machines. Racing. Coloring. Building. What kid doesn’t love these things? And what an amazing opportunity to help them learn how creativity and equipment are used to design and build the world around us.”                                                              

Related:Crayola and Dan Dee Announce Licensing Partnership


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License Global

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