Crayola has said it will invest millions of pounds in a bid to double its business in the UK and Ireland.
The crayon maker said it has a three-year plan to launch new products and marketing campaigns, as well as prioritise direct distribution to retailers.
The group, which is a subsidiary of Hallmark Cards, opened a new UK office in Woking, Surrey this month – creating 23 jobs.
UK and Ireland manager Danny Cowtan said there would be a ‘total brand re-awakening’ as it looks to appeal to families looking for screen-free activities.
Crayola is best-known for its crayons and markers – which make up to 45% of global sales
He said: ‘Crayola wants to help reignite Britain’s creative spark. We’re bringing fresh energy, exciting innovation, and real support to parents, teachers, and kids who are hungry to create. This isn’t just business as usual; it’s a total brand re-awakening.’
The multimillion-pound investment in 2026 is set to be repeated in 2027 and 2028 under the Philadelphia-based firm’s strategy.
Chief executive Pete Ruggiero said the group was innovating to keep up with consumers who are ‘in tune with technology’.
‘Consumers, parents and teachers are mindful of the fact that creativity is important… and we’re seeing an increase, actually, in consumption because of that fact,’ he said.
‘At the same time, we also embrace the fact that screen time is important.’
The business began 140 years ago in Pennsylvania when Edwin Binney and Harold Smith started producing industrial colour pigments together. They created their first box of eight crayons in 1903 and now make around three billion crayons a year.
Crayons, coloured pencils and markers form about 40pc to 45pc of the global business, which also sells toys, animated content, digital and live experiences.
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