USA: Crayola Seeks License Partners for Global Expansion on LBE Market

The wax crayons from the US manufacturer Crayola are among the entry-level models in the children’s rooms of the youngest artists. With the Crayola Experience, which currently has five locations across the USA – in Easton/Pennsylvania, Orlando/Florida, Minneapolis/Minnesota, Plano/Texas and Chandler/Arizona – an indoor experience world for families has been created around the well-known brand, which is visited by more than 1.5 million children and adults every year. To drive its global growth, Crayola LLC, a subsidiary of Hallmark Cards, Inc. is now actively seeking global licensing partners for the creation of new location-based entertainment venues. First discussions with potential partners were held last week at the IAAPA Expo in Orlando.

“Our growth strategy for 2022 and beyond includes extending our location-based entertainment footprint domestically and internationally. We are now looking to develop licensing partnerships that bring new capital and expertise to accelerate our LBE expansion, particularly internationally where local market access and expertise are important,” said Victoria Lozano, Executive Vice President Digital Strategy, GM Attractions & Retail for Crayola.

The company is also active in the events and exhibitions LBE business, and has already collaborated with some partners here this year, e.g. with the non-profit organization OceanX, to bring children closer to the wonder of the oceans by means of interactive experiences and activities both at home and at the Crayola Experiences. (eap)