Binney & Smith: Make Play campaign

Frank Caso

Crayola was the most recognized brand name in children's art products, but as the twenty-first century dawned, the company that made Crayola—Binney & Smith of Easton, Pennsylvania (founded in 1885, a subsidiary of Hallmark since 1984)—grew more and more concerned that brand perception had boxed it into a corner.

Binney & Smith: Make Play campaign

Frank Caso

OVERVIEW

Crayola was the most recognized brand name in children's art products, but as the twenty-first century dawned, the company that made Crayola—Binney & Smith of Easton, Pennsylvania (founded in 1885, a subsidiary of Hallmark since 1984)—grew more and more concerned that brand perception had boxed it into a corner. The public saw that Crayola had only crayons and markers, and for that reason 90 percent of its sales came during the late summer, when children were preparing to return to school. Furthermore, most new Crayola products were so overshadowed by the...

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