Crayola

What Crayola does

Crayola, LLC is a 120-year-old American art supplies and creative products company headquartered in Forston, Pennsylvania, and operating as a wholly-owned subsidiary of Hallmark Cards. The company manufactures crayons, markers, colored pencils, paints, clay, and modeling compounds at a single Pennsylvania facility that produces approximately 3 billion crayons, 700 million markers, and 120 million jars of paint annually, powered by a 33,000-panel on-site solar field delivering 100% renewable energy for U.S. manufacturing. Its product portfolio spans core art supplies, specialty sub-brands (Color Wonder, Scribble Scrubbie Pets, Colourwhirls, Goo, Silly Putty, Silly Scents, Twistables, Clicks, Signature, Art With Edge), and the recently launched All Grown Up adult line.

Name

Crayola

Legal name

Crayola, LLC

Website

https://crayola.com

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Crayola is a 120-year-old American art supplies company and Hallmark subsidiary, manufacturing crayons, markers, paints, and creative toys while serving children, adults, and educators through global retail, licensing, and educational programs.

Ownership category

akta.pro rank

Product category

Art Supplies

NAICS

Doll, Toy, and Game Manufacturing (339930), Hobby, Toy, and Game Retailers (45912), Office Supplies and Stationery Retailers (45941)

SIC

Pens, Pencils & Other Artists' Materials (3950), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

General Arts & Crafts Supplies Retail (CRALACAA)

akta.pro secondary industries

Kids Crafts & Educational Craft Kits Retail (CRALACAG), Toys & Action Figures Collectibles Retail (CRALAGAL)

Keywords

• Children's art supplies
• Creative arts products
• Crayons and markers
• Colored pencil sets
• Educational art materials

Headquarters

HQ city

Easton

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Consumer Art Supplies: Direct sales of crayons, markers, colored pencils, paints, clay, and art kits to consumers through retail stores and e-commerce. Products priced from $1.99 to $34.99 at retail.
2. Licensing and Brand Partnerships: Licensing Crayola brand to fast-food chains (McDonald's, Burger King), lifestyle brands (Coral Eyewear, CamelBak, SanDisk), and luxury retailers (Neiman Marcus). Includes co-branded products and promotional items for kids' meals.
3. International Manufacturing and Distribution: Manufacturing and distributing Crayola products in India through Luxor partnership, targeting $40 million business in five years with around 200 products. Includes export from India facilities.
4. Digital Applications: Mobile apps including Create & Play, Scribble Scrubbie Pets, and Crayola Adventures, with in-app content and subscriptions. Some apps include promotional offers like 75% off trials.
5. Crayola Experience Attractions: Family entertainment centers at locations including Orlando, Florida featuring interactive creative experiences. Plano location closed March 2026.

Pricing tiers

Go-to-market motion4 records

Distribution channels9 records

Marketing channels9 records

Core offering

Crayola manufactures, markets, and distributes branded art supplies and creative play products — primarily crayons, markers, colored pencils, paints, modeling compounds, and coloring-related toys — to children, educators, and adults globally. It sells these physical products through mass and specialty retail, its own e-commerce storefronts, and an extensive network of licensing and co-branded partnerships (McDonald's, Burger King, SanDisk, etc.), while also operating subscription mobile apps, free educational programs (Creativity Week), and Crayola Experience family attractions.

Product overview

Crayola is a comprehensive art supplies and creative play company offering a diverse portfolio of physical products and digital experiences. The core product lines include crayons, markers, colored pencils, paints, and clay (representing 40-45% of global business), alongside specialty sub-brands like Color Wonder (mess-free coloring), Scribble Scrubbie Pets (washable toy pets), Colourwhirls (spin art toys), Goo (slime kits), Silly Putty, and the adult-focused All Grown Up line. The company operates both B2C and B2B channels, selling directly to consumers through major retailers and to educational institutions through classpack programs. Crayola extends its brand through licensing partnerships (McDonald's Happy Meal toys, SanDisk USB drives, CamelBak drinkware) and experiential offerings including Crayola Experience attractions. Digital products include the Create & Play app, Scribble Scrubbie Pets app, Crayola Adventures, and the Adult Coloring app by Red Games. Educational initiatives center on the free annual Creativity Week program engaging millions of students globally. The company, a subsidiary of Hallmark Cards, produces approximately 3 billion crayons annually at its Philadelphia factory while expanding manufacturing internationally through partnerships like Luxor in India.

Differentiator

Problem solved

Functional benefit

Brands

• All Grown Up: Adult coloring line featuring acrylic and alcohol-based markers and artist-designed coloring books
• Art With Edge
• Clicks
• Color Wonder
• Colourwhirls
• Goo
• Scribble Scrubbie
• Silly Putty
• Silly Scents
• Signature
• Twistables

Products and services

• Crayola Crayons The flagship line of wax crayons offered in multiple sizes and formulations including Ultra-Clean Washable, Oil Pastels, Anti-Roll, Jumbo, and Specialty varieties; aimed at children, parents, and educators and representing the founding category of the brand.
• Crayola Markers Broad range of markers including Washable, Alcohol-Based (adult line), Dry-Erase, Gel, Permanent, Super Tips, and the Clicks retractable marker line; targeted at kids, schools, and adult coloring users.
• Crayola Colored Pencils Colored pencil sets including Clicks mechanical colored pencils, Classic, Twistables, and Colors of the World skin-tone pencils; for school, home, and adult use.
• Crayola Paints & Brushes Comprehensive paint line including Acrylic, Tempera (Artista II Washable, Premier), Fingerpaint, Watercolor, Paint Brush Pens, Paint Sticks, and Paint 'N Peel products for kids, classrooms, and adult creators.
• Crayola Clay & Modeling Compounds Model Magic and Air Dry Clay products along with Crayola Dough for sculpting, sensory, and craft activities; sold to children, schools, and craft consumers.
• Color Wonder Mess-Free Coloring System Proprietary mess-free coloring system where markers only appear on special Color Wonder paper, preventing stains on skin, clothing, and surfaces; marketed to preschoolers and parents seeking clean creative play and available through a partnership with Ms. Rachel launching spring–summer 2026.
• Scribble Scrubbie Pets Collectible flocked-texture toy pets that can be colored with washable markers, scrubbed clean with water, and re-colored repeatedly; includes Scribble Scrubbie Color Blast Marker Airbrush (2026 lineup) and various themed sets (Dinosaur Mini Tub, Ultimate Friendship Collection). Marketed to children and parents as a reusable creative toy.
• Colourwhirls Spin-Art Toys Spinning art toys that create colorful spirals with every spin and enable children to challenge friends to design battles; targets kids and gift-givers.
• All Grown Up Adult Coloring Line Adult-focused coloring line featuring acrylic and alcohol-based markers paired with coloring books designed by professional artists; positioned for the adult creative-wellness and self-expression market and launching at Camp Crayola event June 22, 2026 with Prime Day discounts up to $25.
• Crayola Goo Slime Kits Sensory slime kits including themed sensory stations and Wacky Booster Packs for kids' sensory play.
• Crayola Clicks Retractable Markers and Pencils Retractable marker and colored pencil line including washable markers, highlighters, and colored pencils with a no-cap convenience design for school and home use.
• Crayola Twistables Colored Pencils Twist-up colored pencil mechanism that eliminates the need for sharpening; for children, classrooms, and on-the-go use.
• Crayola Signature Professional Art Supplies Professional-grade art supplies marketed to serious artists and adult users.
• Crayola Classpack & Bulk Supplies Bulk quantities of crayons, markers, and related art supplies designed for classroom and educational institution procurement under volume / multi-year contract pricing.
• Crayola Create & Play Mobile App Subscription-based mobile app for kids featuring creative activities, games, and coloring experiences; bunded with the SanDisk Crayola USB-C Flash Drive and offered at a 75% promotional trial price.
• Crayola Adventures Mobile App Mobile app featuring creative storytelling experiences for children; extends the Crayola brand into interactive digital content.
• Crayola Experience Attractions Family entertainment attractions offering interactive creative activities; operated at locations including Orlando, Florida (with a Plano, Texas location closed March 2026).
• SanDisk Crayola USB-C Flash Drive (Licensed) Officially licensed Crayola-branded USB flash drive designed in crayon shape with storage up to 256GB; includes a three-month Create & Play subscription and is sold on Shop.sandisk.com, select retailers, and exclusively at Walmart (Vivid Violet variant, North America).
• Ultimate Light Board ColorVibe Light-up drawing board toy for creative play introduced as part of the 2026 innovation lineup with prices from $1.99 to $34.99.

Quantifiable outcome

• 57% of Crayola purchases come from households without children
• +6 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered secondary, core, supporting and minor.

• Burger KingsecondaryGTM or Marketing Partner · 26 May 2026Themed King Jr. Meal partnership featuring co-branded Crayola crayons and colorable crowns accompanying Crown Nuggets launch. Products available June 9, 2026 as limited-time offering.
• Luxor Writing InstrumentscoreChannel Partner/ Reseller/ Distributor · 19 March 2026Long-term strategic partnership marking Crayola's official entry into India. Luxor manufactures and distributes Crayola products nationwide, targeting $40 million business in five years with around 200 products. Initial rollout of 85+ product variants with dedicated manufacturing facility planned.
• tms (creative agency)supportingImplementation/ SI/ Consulting Partner · 6 March 2026Creative consulting agency facilitating McDonald's Planet McDonald's Happy Meal collaboration with Crayola, featuring 10 space-themed toy sets and digital gameplay experience accessible via packaging codes.
• Coral EyewearminorGTM or Marketing Partner · 25 February 2026Multi-year licensing partnership launching children's eyewear collection featuring bold designs inspired by Crayola signature colors. Frames crafted from S70 bio-acetate (renewable cotton and plant byproducts). Available at Asda Opticians in UK starting spring 2026.
• American International Toy FairsupportingGTM or Marketing Partner · 14 February 2026Annual trade show in New York City where Crayola showcases innovation lineup including Scribble Scrubbies, Color Wonder products, and new adult coloring line All Grown Up.
• Ms. RachelsecondaryStrategic or Co-development Partner · 13 February 2026Partnership to introduce new Color Wonder products aimed at preschoolers, promoting mess-free, screen-free creative play. Collaboration includes coloring pages, markers, paint set, and interactive light and sound brush launching between spring and summer 2026.
• McDonald'scoreGTM or Marketing Partner · 26 December 2025First global partnership making Crayola the supplier of colored pencils for McDonald's Happy Meal. Space-themed Planet McDonald's promotion featuring co-branded activity kits and toys rolling out in 60+ countries across EMEA, UK, Asia, and Canada through March 2026. Includes interactive digital experience where kids scan creations.
• CamelBakminorGTM or Marketing Partner · 20 November 2025Limited-edition colorful drinkware collection inspired by Crayola crayons, available on Amazon for holidays. Promotes creativity and hydration among families.
• Horace Mann Educators CorporationsecondaryStrategic or Co-development Partner · 18 November 2025Partnership for Crayola Creativity Week 2026 including nationwide sweepstakes offering educators a chance to win creativity retreat and art supplies.
• Neiman MarcusminorGTM or Marketing Partner · 14 November 2025Exclusive luxury holiday gift collaboration - Crayola Personalized Pet Masterpiece transforms customers' pets into custom 3D sculptures made from thousands of crayons by artist Herb Williams, priced at $64,000 as part of Fantasy Gifts collection.
• MFS Investment ManagementminorStrategic or Co-development Partner · 11 November 2025Collaboration promoting financial literacy and creativity during Crayola Creativity Week 2026, offering free resources and sweepstakes including educational grants and financial contributions for families and schools.
• DomtarcoreOthers · 28 October 2025Domtar received Crayola's 2025 CARE award for customer support and sustainability data transparency. Domtar manufactures paper used in Crayola coloring books and responded to over 500 sustainability requests in 2024.
• SanDisk (Western Digital)minorGTM or Marketing Partner · 23 October 2025First officially licensed Crayola USB flash drive designed in crayon shape with storage up to 256GB. Available in four colors with three-month Crayola Create & Play app subscription. Walmart has North American exclusivity for Vivid Violet variant through January 2026.
• Level AccesssupportingTechnology or IntegrationDigital accessibility partnership leveraging Level Access's 25-year platform experience to evaluate and ensure conformance to W3C WCAG 2.2 AA guidelines for Crayola's websites and online services.

Scale indicators21 records

Recent moves9 records

Expansion highlights7 records

Emerging players

• Tombow: Japanese stationery brand growing in the US art-supplies and adult-coloring markets. Comparable to Crayola's premium marker and colored-pencil lines and competing in the same hobbyist/creative-professional niches.
• Red Games (Crayola Adult Coloring App partner): Digital coloring app developer partnered with Crayola on its adult coloring app. Represents the digital creative-wellness category Crayola is moving into, and a competitor for adult coloring-screen time.

Direct peers

• Melissa & Doug: US maker of children's toys, crafts, and creative play products competing with Crayola's Scribble Scrubbies, coloring kits, and craft lines in mass-market toy and specialty retail.
• Faber-Castell: German global manufacturer of high-quality art supplies including colored pencils, markers, and school/creative products. Directly comparable as a heritage, multi-category art-supplies brand competing with Crayola in schools, homes, and offices worldwide.
• Stabilo: European marker and writing-instrument brand (famous for highlighters and fineliners) competing with Crayola's marker lines in both school and adult coloring segments.
• Staedtler: German manufacturer of pencils, colored pencils, markers, and art supplies with deep presence in educational and consumer channels. A direct competitor to Crayola in the back-to-school and classroom art-supplies category globally.
• Rose Art / MEGA Brands: Mass-market children's art supplies and craft brand often found as a private-label alternative to Crayola at major retailers; competes directly on price and SKU overlap in crayons, paints, and craft kits.

Broad incumbents

• Caran d'Ache: Swiss premium art and writing instruments maker. Competes with Crayola's 'Signature' professional line and adult 'All Grown Up' markers in higher-end consumer and artist channels.
• Play-Doh / Hasbro: Hasbro's Play-Doh and broader kids' creative-play portfolio overlaps with Crayola's modeling compounds (Model Magic, Air Dry Clay) and craft kits in mass-retail toy aisles.
• Crayola Experience (parent context: Hallmark Cards): Hallmark Cards is Crayola's parent; as an adjacent creative/gifting conglomerate, Hallmark provides a reference for diversified consumer-creative businesses that combine physical product, licensing, and experiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/crayola
• YouTubecrayola.com/menu/social-links/youtube
• Facebookfacebook.com/crayola
• LinkedIncrayola.com/menu/social-links/linkedin
• Instagramcrayola.com/menu/social-links/instagram
• Pinterestcrayola.com/menu/social-links/pinterest
• TikTokcrayola.com/menu/social-links/tiktok

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crayola