American crayon manufacturer Crayola has pledged a substantial multimillion-pound investment in the United Kingdom and Ireland, unveiling ambitious plans to double its business in the region by 2028. The 120-year-old company, a subsidiary of Hallmark Cards, is embarking on a significant three-year expansion strategy that includes product launches, brand campaigns, and substantial capital injections.
New Woking Office Creates 23 Jobs
This strategic move follows the recent establishment of a new UK office in Woking, Surrey, which has already generated 23 employment opportunities. The opening of this facility marks the beginning of Crayola's intensified focus on the UK market, with the multimillion-pound investment scheduled for 2026 set to be replicated in both 2027 and 2028.
Brand Recognition and Market Position
Chief executive Pete Ruggiero emphasised Crayola's strong market position, stating the brand stands alongside technology giants like Apple and Google in terms of recognition. "The brand is colour, the brand is fun, the brand is trust and safety," Mr Ruggiero told the Press Association. "Mums, teachers and consumers trust that a child can use our products and not be hurt, that's very important today."
The Philadelphia-based company produces approximately three billion crayons annually at its main factory, with traditional products like crayons, coloured pencils, and markers comprising 40% to 45% of its global business. The remainder comes from toys, animated content, and digital experiences.
Embracing Technology While Promoting Creativity
Mr Ruggiero highlighted how Crayola has been innovating to keep pace with technologically engaged consumers while addressing growing concerns about creativity in the digital age. "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 explained. "At the same time, we also embrace the fact that screen time is important."
Aligning with Educational Reforms
Crayola's UK campaign is expected to benefit from Government proposals to overhaul the national school curriculum, which include measures to strengthen arts and creative subjects. This educational shift aligns perfectly with the company's mission to rekindle creativity among children and families.
Strategic Retail Repositioning
In a significant strategic move, Mr Ruggiero revealed that Crayola is contemplating repositioning its product range away from traditional stationery sections in UK retailers. "We're not in the toy aisle at Tesco," he stated. "I want to be wherever it is that a consumer is looking for creativity, fun and colour." This repositioning forms part of the brand's refreshed strategy to better connect with modern consumers.
The comprehensive expansion plan represents Crayola's commitment to strengthening its presence in the UK market while adapting to evolving consumer preferences and educational priorities.
