Crayola Expands its Palette: New Ventures in Storytelling and LBE

Crayola, the century-old brand synonymous with creativity and color, is charting a bold course into reimaging their Location-Based Entertainment (LBE) concept with new and improved innovative content creation, with an eye on the future. The company's latest division, Crayola Studios, is set to produce multi-genre content that celebrates children's creativity and color's intrinsic role in storytelling. The Crayola brand continues to evolve its consumer engagement model through retail partnerships, collaborations, content development, and interactive experiences. As Crayola forges ahead with its 360-degree engagement model, it has recently announced a strategic licensing agreement with BrightColors and Kingsmen Xperience to expand the Crayola Experience venues across the U.S., including a new location set to open in Pigeon Forge.

Building on its established presence in the museum space, Crayola is actively expanding its LBE footprint both domestically and internationally. The brand's ambition to enrich its events and exhibitions business is supported by new creative concepts, such as IDEAworks, and collaborations with organizations like OceanX and Kubota Tractor Corporation. These initiatives enable Crayola to extend its brand equity into unique experiences that transcend traditional iterations of Crayola Experience. With this growth, Crayola aims to open at least five new venues by 2028, doubling its current presence and further integrating creativity into family entertainment. Samuels & Company, Inc. has been engaged to assist in the site selection efforts of this national expansion of the Crayola Experience.

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