Retail Merchandiser: Crayola
Practically everybody remembers his or her first box of Crayola crayons. The classic green and gold box has been a school supply staple for generations. In many cases, people can recall the name of their favorite color – purple mountains’ majesty, tickle me pink or macaroni and cheese, for example.
“We’re an iconic brand,” explains Warren Schorr, Crayola’s vice president, licensing and business development and a fan of cornflower.
The first box of eight Crayola crayons rolled off the assembly line in 1903. The packaging was different, but all of the colors are the same as those found in today’s eight pack. In 1949, the box was expanded to hold 48 colors placed in a box with “stadium seating.” A decade later, the classic 64-color box was introduced with a built-in sharpener. Ninety-six colors were packaged into what Crayola calls the “Big Box” in 1993. To read the rest of this article, please visit Retail Merchandiser: http://www.retail-merchandiser.com/index.php/reports/licensing-reports/2011-crayola.