Crayola


SCROLL DOWN

Crayola


CRAYOLA

  • Revenue over £3.1bn.

  • Owned by Hallmark Cards - marketed and sold in over 80 countries.

  • Produces crayons, pencils, markers, paints, modelling clay (Silly Putty brand)

  • Claims a 99% name recognition in US consumer households.

  • Amazon reported that the Crayola Inspiration Art Case was one of its bestselling products for the festive period.

Key contacts

  • CMO - ?

  • Brand Manager - ?

Incumbents

  • Creative agency mcgarrybowen.

  • Golin appointed for PR and social media in 2016 (previously reviewed PR in 2013)

Areas of investment

  • Created an AR campaign last year to help customers send more personalized festive

  • messages, resulting in an 8% click-through rate and 62% view-to-completion rate for videos

  • shared across social channels.

  • Increasing digital budget by 40% to capitalise on the growing preference for online shopping.

  • ColorCycle, a scheme to recycle all brands of plastic markers.

Recent / upcoming releases

  • A range of adult colouring kits under Lennon & McCartney Adult Coloring Kits.

LEGO


LEGO


LEGO

  • Revenue grew 1% in H1 2018. 2017 revenue £4.22bn, down from £4.57bn in 2016, its first

  • decline since 2004.

  • 2017 UK media spend £3.7m, down from over £4m in 2016.

  • World’s most powerful brand in 2017, according to Forbes.

  • Harry Potter Hogwarts set regularly features in popular Christmas 2018 toys.

Key contacts

  • Global CMO - Julia Goldin.

  • Brand Manager - ?

Incumbents

  • 2018 Christmas ad developed by in-house creative agency.

  • Initiative appointed to global media account in 2017.

  • Mischief appointed to a consolidated PR brief in 2017.

Areas of investment

  • Plans to go 100% green by 2030. It has found a sustainable sourced material which can be used to make its products.