Crayola is facilitating further growth and embracing the experiential licensing trend with a new hire.
The children’s creativity brand has appointed Andy Pence as vice president of Crayola Experience and location-based entertainment.
In his new role, Pence will oversee the operations of existing Crayola Experience family entertainment centers, expand the family attraction platform through new licensing partnerships, and develop additional location-based entertainment licensing programs.
“Location-based entertainment is a critical pillar from which Crayola continues to innovate and evolve new ways to interact and engage with consumers,” says Warren Schorr, senior vice president of business development and global licensing and experiences at Crayola. “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.”
Prior to joining the Crayola team, Pence held various positions within Hallmark over the past 16 years. Most recently, he served as vice president and general manager for Hallmark business connections, the business-to-business unit of Hallmark Cards.
