Crayola unveils strategy to double UK and Ireland business

Crayola is strengthening its presence in the UK and Ireland, aiming to double its business there within three years and position the markets as a key driver of European growth.

The company plans to reconnect with consumers and retailers through a direct distribution model, alongside investment in infrastructure, innovation and creative content. The strategy is designed to help parents and educators foster creativity in children and support the development of essential life skills.

Research continues to highlight creativity’s role in improving educational outcomes, career readiness and overall wellbeing. The UK government’s proposed curriculum reforms also reinforce the importance of the arts in building skills for a competitive job market—aligning with Crayola’s long-standing mission. According to Campaign for Creativity research (February 2024), 91% of British parents recognise the lifelong benefits of creativity, though 51% struggle to find new creative activities. Nine in 10 UK parents trust Crayola to help address this need.

As part of a multi-million-pound investment beginning in 2026, Crayola has opened a new UK office in Woking, Surrey, creating 23 jobs as of January 2026.

2026 Strategic Roadmap

Direct distribution: Re-establishing direct retail partnerships in the UK and Ireland to increase visibility, availability and collaborative innovation.

Product innovation: A series of launches in 2026, starting with Clicks, a retractable, cap-free premium marker with washable ink.

Marketing and content investment:

• Expansion of the Campaign for Creativity, promoting creativity as essential to lifelong growth and wellbeing.
   
• New digital experiences via Crayola apps and social platforms.
   
• Investment in children’s entertainment, including co-producing Pablo: Next Level with BBC Children’s and Education and RTÉjr.
   

Education: Expansion of the free global Creativity Week programme (26 January–1 February 2026) across more UK and Irish schools, libraries and homes. The virtual event delivered curriculum-aligned creative activities featuring global talent, including England football captain Harry Kane. More than 500,000 students from the UK and Ireland participated, as part of 18 million children across 140+ countries.

CEO Pete Ruggiero said the 2026 roadmap reflects Crayola’s commitment to giving every child in the UK and Ireland the opportunity to create and explore. UK&I General Manager Danny Cowtan described the strategy as a “brand re-awakening,” bringing renewed energy and innovation to families and educators. Chief Commercial Officer Ben Thomas added that Crayola aims to equip parents with tools and ideas to nurture creativity at home and in school.

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Source: https://toyworldmag.co.uk/crayola-outlines-strategy-to-double-uk-business-over-next-three-years/