US crayon maker Crayola has announced a multimillion-pound investment in the UK and Ireland as part of a three-year plan to double its business in the region. The 120-year-old subsidiary of Hallmark Cards aims to reignite creativity among children and families in the digital age.
The investment, set to be repeated annually from 2026 to 2028, follows the opening of a new UK office in Woking, Surrey, which created 23 jobs this month. The company plans to launch new products and marketing campaigns to strengthen its brand presence.
Chief executive Pete Ruggiero highlighted Crayola's strong brand recognition, comparing it to tech giants Apple and Google. He emphasised the brand's association with colour, fun, trust, and safety, noting that parents and teachers trust Crayola products for children's use.
Ruggiero stated that Crayola's factory in Philadelphia produces around three billion crayons annually. Crayons, coloured pencils, and markers account for 40-45% of the global business, which also includes toys, animated content, and digital experiences.
The company is adapting to consumers' tech-savvy habits while promoting creativity. Ruggiero noted an increase in consumption due to growing awareness of creativity's importance, while acknowledging the role of screen time. Crayola hopes its UK expansion will be supported by government plans to boost arts and creative subjects in the national curriculum.
Ruggiero also revealed that Crayola is considering relocating its products from stationery aisles to toy aisles in UK shops, aiming to be where consumers seek creativity, fun, and colour.
