Crayola and digital studio, TheSoul Publishing (5-Minute Crafts, Bright Side), have announced a partnership launching this month to co-produce original branded crafts and DIY digital content for Crayola-owned YouTube and social channels. The initiative, which also includes TheSoul Publishing supporting Crayola’s social media strategy, will harness the creativity of Crayola, and combine it with the expertise of 5-Minute Crafts, to produce colorful and innovative content, drive audience growth and increase global engagement. 

“We are excited to take crafting content to the next level and grow our content library with programming that sparks creative self-expression in every child,” says Victoria Lozano, executive vice president, marketing, Crayola. “Partnering with TheSoul Publishing for this initiative was a natural choice for us with its global reach and strong track record of creating high-quality video content and growing brands on social media.” 

“Crayola is a company we truly admire, and we are thrilled to be partnering with them,” says Patrik Wilkens, vice president, operations, TheSoul Publishing. “Having developed some of social media’s most-watched content, this is an incredible opportunity for TheSoul to lend our expertise to leading brands and help them maximize their social engagement and grow their online viewership. Crayola is the global icon of creative play and working with Victoria and her team in the run-up of this project has been a true pleasure.” 

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