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 TimetoPlayMag.com, 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.”

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