Crayola crayons | Source: Crayola

Crayola is sharpening its international growth. 

The arts and craft brand is continuing to expand its new and existing categories in Europe, the Middle East, and Africa (EMEA) through its new representation partnership with licensing agency WildBrain CPLG

In its partnership with WildBrain, Crayola aims to continue its growth of consumer products business through strategic licensing partnerships that target fans of all ages. Key categories include apparel, accessories and footwear, toys, homewear, and fast-moving consumer goods across EMEA. 

“Whilst we will retain the UK business within Crayola, we will be leaning into WildBrain CPLG across its extensive European network of teams and offices,” says Rob Spindly, licensing director EMEA at Crayola. “WildBrain CPLG demonstrated an innate understanding of the Crayola brand values, positioning, and strategic growth pillars, making the agency best placed in translating this into licensed product programs across the territory.” 

Related: Green Kids Club Develops ‘Environmental Heroes’ Books into Audiobooks and Animated Series

Crayola previously has seen success with global partnerships such as Vans and Fat Face. These moves have driven interest from IP owners and brands who have decided to partner with Crayola. 

About the author

Hannah Sacks

Hannah Sacks

Hannah Sacks was an editorial assistant at The Toy Insider, The Pop Insider, and The Toy Book. An avid reader, her first love is late Victorian literature paired with a huge plate of dumplings. When she’s not reading, she loves to attend concerts, cook elaborate dinners, and snuggle up with her two cats, Oscar and Percy.

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