Victoria Lozano (left), Waren Schorr (right) | Source: Crayola / the Toy Book

In an effort to bolster kids’ entertainment content and location-based experiences, Crayola has begun an internal reorganization. 

As part of the realignment, Victoria Lozano, Crayola’s executive vice president of marketing communications and digital strategy, will add content development to her responsibilities. Victoria will now spearhead Crayola’s strategic development and planning efforts for kids’ entertainment content. Lozano also will lead Crayola’s consumer activation, engagement, and content strategy across children, parent and educator audiences. This includes creating additional momentum behind the Scribble Scrubbie YouTube franchise, the Create It Yourself (CIY) crafting social media content, and the Crayola Creativity Week program.

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Warren Schorr has been promoted to senior vice president business development, global licensing & experiences. Warren will lead Crayola’s location-based entertainment businesses, including the company’s owned and licensed Crayola Experiences and retail store development opportunities. He will continue to lead the inbound licensing acquisition and outbound global licensing businesses, and develop strategies that extend Crayola into new spaces, including new categories, retail distribution, and business segments.

Both roles will report to Crayola President and CEO Rich Wuerthele. “We have great confidence in our executive leadership and this organizational realignment will propel our expansion in the growing content and location-based entertainment space,” he said. “This new focus will build capabilities and increase engagement, leading to a deeper, more meaningful consumer relationship with the Crayola brand.”

Crayola has continued to innovate new ways to interact and engage with its consumers, most recently in the areas of content and experiences, such as the recently launched Crayola Creativity Week, and the Crayola Experience family entertainment centers. 

About the author

Danielle Farina

Danielle Farina

Danielle is an editorial intern for the Pop Insider, the Toy Book, and the Toy Insider. When she’s not giving an incredibly off-key performance of her favorite Disney soundtracks, you can find her going on walks, binge watching New Girl, or reading a book in a local coffee shop! Danielle is excited to immerse herself in the world of toys and unleash her inner child!

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