USA: Crayola Announces Expansion of Its LBE Business in the US Market

Since late last year, US-based company Crayola, best known for its wax crayons, has been on the lookout for global licensing partners for the creation of additional location-based entertainment offerings both domestically and internationally. The company recently announced that it will open five new Crayola Experience indoor attractions across the US over the next five years under a licensing agreement with BrightColors and in collaboration with their partner Kingsmen Xperience. This will double the company’s attraction brand presence in the US market, as the states of Pennsylvania, Florida, Minnesota, Texas and Arizona each already have one such indoor branded park. More than 1.5 million guests can be recorded here annually.

“Today Crayola embarks on an expansion effort with a best-in-class partner who shares our ideals, and is equally dedicated to high quality guest experiences,” said Warren Schorr, Crayola Senior Vice President Business Development, Global Licensing & Experiences. “BrightColors’ management have a proven track record not only in creating memorable attractions, but also in providing guests the highest level of service in operations. They are the perfect complement to the standards already established for Crayola Experience.”

“We have been providing guests with engaging, people-pleasing experiences for decades. As we researched potential existing concepts with our colleagues at Kingsmen, all other attractions paled in comparison to the guest offering at Crayola Experience,” said Robin Turner, President & Managing Director of BrightColors LLC, and founder of the highly successful WonderWorks chain. “In discussions with Crayola, we recognized we held a shared vision and we are excited by the potential this partnership has in the expansion of Crayola Experience.” (eap)