Crayola Case Study

Crayola Case Study

It started with just a box of crayons and is now an extensive line of Crayola branded products for kids to use where they live, learn and play. The Crayola brand offers colorful ways for families to bond and for children to express their boundless creativity at home and in the classroom. Since 2001, Nancy Bailey & Associates, Inc. has worked closely with the Crayola licensing team to help extend the unique, vibrant, and fun aspects of the brand into the home, personal care and food categories. Nancy Bailey & Associates, Inc. has licensed 24 manufacturers to develop innovative licensed products leveraging Crayola’s brand equity of color, creativity and imagination.

Crayola is a BRAND—not a character license or just a color story! All licensed products integrate the extraordinary Crayola equity to drive expressive and interactive activities for kids, while providing added trust and value to Moms. Examples include bath products that change color, bedding that glows in the dark, and cooking kits that allow children to cook, create and decorate their favorite treats.

Crayola was awarded the 2005 Best Corporate Brand License of the Year by LIMA.