Crayola Extends Partnership with TheSoul Publishing

Global digital content studio increases global creativity icon’s organic views by 40x and boosts watch hours by nearly 30x.
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License Global

June 12, 2023

(From L to R): Crayola logo and TheSoul Publishing logo.
(From L to R): Crayola logo and TheSoul Publishing logo. TheSoul Publishing

TheSoul Publishing

, a digital content creation studio, and


have announced the extension and expansion of their partnership.  

“We are thrilled to deepen our partnership with TheSoul Publishing, continuing our mission to elevate our crafting content and enrich our content library,” says Victoria Lozano, executive vice president, marketing, Crayola. “Their global reach and unparalleled ability to create high-quality video content align perfectly with our commitment to inspire creative self-expression in every child. The extraordinary growth we have achieved together validates this partnership, and we are eager to explore the new heights we can reach in the next phase of this journey.” 

Building on

their initial campaign

that boosted Crayola’s YouTube channel performance, the decision to expand their ties now includes not only YouTube management but also brings the creative collaboration to platforms like TikTok and Pinterest.  

The immediate results of the partnership included the following:


  • Organic views are skyrocketing, increasing by more than 40x from the average monthly performance in Q4 2022 compared to April 2023. 

    • Total watch hours are surging, increasing by 30x in the same time frame. 

      • The number of published videos is increasing, 6x more videos per month in the same time frame. 

        • In addition, the partnership fueled an increase in new subscribers to Crayola’s YouTube channel. 

          “We’re immensely proud of the success we’ve achieved together with Crayola in such a short time,” says Patrik Wilkens, vice president, operations, TheSoul Publishing. “The remarkable growth we’ve seen in views and watch hours truly underscores the power of our partnership. We’re even more thrilled about the surge in new subscribers. This tells us that the content isn’t just being watched; it’s being eagerly anticipated and regularly consumed by a dedicated and growing fan base. As we leverage our content creation expertise to enhance further Crayola’s digital channels on YouTube, TikTok and Pinterest, we aim to engage audiences in even more innovative ways. It’s a privilege to collaborate with a top brand like Crayola, helping bring their creative message to new and existing fans. We appreciate the rewarding journey with Victoria and her expert team.” 

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