Crayola is demonstrating that the recipe for success it created more than a century ago is even more relevant today when families are looking to make every dollar count





Saturday February 20, 2009


Crayola Lets Kids Create More for Less

New Creative Activities Line Delivers Value in More Ways Than One

Toy Fair 2009

EASTON, Pa.--Coming off a record holiday season, Crayola is demonstrating that the recipe for success it created more than a century ago is even more relevant today when families are looking to make every dollar count.

“Play value has taken on deeper meaning in these challenging times,” says Mike Perry, Crayola President and CEO. “For Crayola, value isn't only about price. It's also about the developmental value of powering a child's imagination, while providing endless everyday play at an affordable price.”

New additions to Crayola's line of children's creative experiences, debuting at the American International Toy Fair in New York City, are all priced at under $30, with the majority of its innovative new items like Color Explosion 3D, Color Wonder Disney Princess Glitter Paper and Sidewalk Crayons, retailing for under $10. But it's not only price that has made the Crayola aisle the number one in-store destination for gifts under $25. It's also the belief of parents that giving their children tools to express their creativity through visual art helps develop their confidence, problem-solving, literacy and social skills.

According to Chris Byrne, toy industry expert and content director for, delivering rich play value at affordable prices is a dominant trend in the toy industry in 2009. “Consumers still want to provide the best play experiences for their kids, but they are very price conscious. No matter what the larger economic conditions, Crayola has always met these needs by providing outstanding innovation and immersive, kid-powered play, demonstrating year-in and year-out that while priceless, powering a child's imagination doesn't need to be expensive.”

Crayola's new line up of creative activities is inspiring children – from infants to tweens - to explore, discover and create everything imaginable.

Toys for Infant Color Exploration

Parents asked for Crayola experiences for their infants who are too young to hold a crayon and in response, the Crayola Beginnings Baby line was born. Child development experts helped shape each toy, so that babies' natural motions create changes in color. The Crayola Beginnings Baby Drop & See encourages babies to use their natural motions of dropping, pressing, pulling and pushing to put them in control of a colorfully fun experience to excite their senses. Baby can drop and watch balls magically change color through the colored windows as they zigzag their way down the rainbow ramp. Easy push and pull levers make surprising sounds and let baby move the balls through each level until they reach the bottom. For children 9 months and up; suggested retail price is $24.99.

Crayola Beginnings Slide & See is a magical way to introduce babies to their first coloring experience. There are six pictures, each representing a different color, and by simply pulling the tab, baby can “color” the black and white images. Baby can turn a strawberry red, a leaf green or the sun yellow, and with a push, remove the color. Each slide also has a textured surface like a bumpy orange peel, lumpy grapes and a feathery bluebird to match the images. The easy-to-pull sliders help develop baby's fine motor skills. For children 6 months and up; suggested retail price is $9.99.

Colorful Fun for Little Ones

Toddlers can now make their first scribbles with age-appropriate art tools from the Crayola Beginnings line. Crayola worked with child development experts and occupational therapists who understand the unique needs of this age group, including the grasp that enables them to create successful first marks. These important first art experiences help build toddlers' confidence, language and writing abilities and important motor skills. Made for a child's first palm grasp, TaDoodles art tools from Crayola Beginnings, let toddlers make bright, colorful marks with crayons, markers, paints and stampers and feature washability moms can trust. New for 2009, kids can scribble up a storm on the Crayola Beginnings TaDoodles Ta-Doodler and bring their creativity to bath time with the TaDoodles Tub Time Tracers.

With the Crayola Beginnings TaDoodles Ta-Doodler, a soft and cuddly bear buddy becomes a canvas for your child's imagination. Using Crayola TaDoodles Crayon Buddies, toddlers can scribble away on the light-up tummy or anywhere else on the washable bear. With one quick swipe of a damp cloth, the scribbles disappear and the “TaDoodling” fun can start again! Two different musical modes set the tone for different activities -- a lively tempo for coloring and creating, and a slower, soothing melody for quiet time. For children 18 months and up; suggested retail price is $29.99.

Crayola Beginnings Tub Time Tracers bring colorful, creative fun to toddler's bath time. Crayola TaDoodles Bathtub Crayons team up with foam stencils for tub time excitement powered by a child's imagination. The under-the-sea themed stencils can be used to trace playful sea creatures onto tub and tile surfaces, and also double as floating platforms, so the adorable TaDoodles Crayon Buddy characters can set sail in the bath. The bathtub crayons are refillable and completely washable, so colors come off tub and tile surfaces easily. For children 18 months and up; suggested retail price is $9.99.

Magical Mess-Free Creativity

Color Wonder Disney Princess Glitter Paper takes loose glitter and messy glue out of the picture when kids want to add sparkle to their artwork. The glitter is built right into each “fun-tastic” Disney Princess Color Wonder coloring page, making the creation of glittery masterpieces possible for precious princesses everywhere! Simply color over the glittered coloring pages with Color Wonder markers to add colorful dazzling effects to each unique Disney Princess portrait. For children 3 and up; suggested retail price is $9.99.

Crayola Color Wonder Fingerpaints & Paper delivers a satisfying creative experience for young artists, while giving mom complete confidence in its mess-free promise. Color Wonder Fingerpaints are clear, fast-drying gels that feel just like traditional fingerpaint. Kids can fingerpaint like crazy, and the only place you'll see color is on the special Color Wonder paper. For children 3 and up; suggested retail price is $9.99.

Surprising Creative Experiences

With Crayola Color Explosion, the markers are colorless, the paper is black, and when the two come together—KABOOM!—unexpected bold colors and cool designs explode off the pages for hours of creative fun. New Crayola Color Explosion 3-D lets kids create 3-D worlds and designs that pop off the page with special markers, paper and 3D glasses. Just trace the outline of the scene and color it in to reveal magical colors, surprising images and words. 3-D glasses activate kids' creations, making their artwork swim, leap or explode into the air! For children 6 and up; suggested retail price is $9.99 & $14.99.

Drawing with regular markers on colored paper can't hold a candle to the super bright artwork kids can create with Crayola Color Surge markers and paper. Color Surge Camp Rock gives fans of the hit Disney movie a chance to put their favorite stars in a spotlight of brilliant colors with colors like “amped-up apricot” and “high voltage violet” when Color Surge markers meet the super bright paper. For children 6 and up; suggested retail price is $7.99.

Crayola has created a fun and easy way for kids to turn their favorite characters into colorful, picture-perfect mosaics made with Model Magic Fusion, the lightweight, crumble-free, air drying modeling compound. Unlike traditional mosaic art, Crayola Color-Fillz doesn't require sticky adhesives or precision placement to produce spectacular results. Just press Model Magic into each space on the frame and they fit perfectly together to bring Tinker Bell and Silvermist to life. For children 6 and up; suggested retail price is $9.99.

Making the World Your Canvas

Crayola Sidewalk Crayons offer kids more than pretty pastels to create outdoor masterpieces. Once reserved for bringing coloring books to life, this new technology offers the richest, brightest, boldest colors for creating extraordinary outdoor artwork. The difference is striking, as the smooth, creamy colors lay down on driveways and sidewalks with unmatched brightness. For children 4 and up, suggested retail price is $4.99 for a set of 15 colors.

Crayola Airbrush Painter allows kids to enjoy the once forbidden art form of airbrushing with a just-for-kids airbrush tool for decorating driveways and sidewalks. Just fill the handle with Crayola Washable Sidewalk paint, pump up the color, push a button and voila -- kids can create colorful, washable airbrushed art freehand or with star, moon and swirl stencils. The airbrush only sprays when pointed downward, so young artists won't become part of their artwork! For children 6 and up; suggested retail $9.99.

Fun Tools for Powering Imaginations

Crayola Pip-Squeaks may be smaller than their full-size Crayola counterparts, but they pack a big punch of bold color that inspires kids to travel wherever their creativity takes them. New Pip-Squeaks Glitter glue is the perfect compact size for jazzing up art projects with bright, bold shimmering colors. With 16 whimsical shades, there's always a hue that will do. Pip-Squeaks Colored pencils give children a small size, big color medium to use when putting their huge imaginations to paper, in whimsical color names like “blue suede shoes,” “goldfish” and “wacky watermelon.” For children 4 and up; suggested retail price is $4.99 for a set of 16-ct. Pip-Squeaks Glitter Glue and the 18-ct. Pip-Squeaks Colored Pencils.

Crayola Color Switchers are dual-ended markers that allow kids to magically change the colors of their drawings with a swoosh of the “color switch” tip. Each Color Switcher features a broadline marker on one side and a clear-ink tip marker on the other. The clear ends reveal their true colors when kids color over the marks they've made. Kids can draw a red house with one end of the marker and then switch sides to add yellow windows. For children 6 and up; suggested retail price is $4.99 for a set of 6 dual-ended Color Switchers markers.

Bringing Creativity to Unexpected Places

Once-bored nighttime travelers can create mind-blowing glow-in-the-dark art with Crayola's Glow Station on the Go, a lap-sized glowing canvas that lets kids create with the magic of light. By moving the light wand either on or near the glowing canvas, kids can create freehand drawings that glow or use stencils and texture sheets to create more lifelike artwork. Drawings on the Glow Station magically disappear over time, or can be “erased” by turning on the lights, so kids can create again and again for unlimited fun. A storage compartment on the back conveniently stores supplies so they don't go M.I.A. between the car seats. For children 6 and up; suggested retail price is $14.99.

Crayola Window Crayons are creamy, colorful drawing tools that let kids transform car windows, mirrors and other glass surfaces into instant decorations. Their bright, bold colors lay down smoothly and dry quickly without smudging. And when it's time to redecorate, colors wipe clean with a damp cloth. Crayola Window crayons will keep kids' creativity flowing with endless options for coloring and drawing on any glass surface. For children 6 and up; suggested retail price is $5.99.

About Crayola LLC

Crayola LLC, a subsidiary of Hallmark, Inc. based in Easton, Pa., is the worldwide leader in children's creative expression products. Known for the iconic Crayola crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative new ways to use color to create whatever they can imagine. Consumers can find the wide array of Crayola products in the “Crayola Aisle” at all major retailers.





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