EASTON, Pa., Nov. 29, 2016 /PRNewswire/ -- The holiday season is synonymous with characters – Jack Frost, Saint Nick and Rudolph to name a few – and this winter, Crayola is adding its own cast of characters into the mix for the first time in its 113 year history: Scarlet, Denim "Denny," Asparagus "Gus" and Goldenrod "Rod".
The four animated characters, each with a unique and distinct personality, are strongly rooted in Crayola's color equity and heritage and will engage consumers to connect with personality traits that are both relatable and fun, ranging from confident to nervous, sassy to goofy.
"As a beloved brand to parents and children for over a century, the characters are a new and fresh way to connect with our audiences," said Melanie Boulden, SVP, Marketing, Crayola. "The Crayola Characters tap into nostalgia, fun and humor and will appeal to kids of all ages and adults alike."
A brief description of the four new characters follows:
- Scarlet: Scarlet is sassy and confident. She doesn't hold back her strong personality, and she values her friends.
- Denim "Denny": Denny's extremely confident demeanor easily sets him apart from the crowd. A natural-born leader, he's athletic and self-assured, yet likeable.
- Asparagus "Gus": Gus is the goofball and joker of the group. When he gets into something, he goes all out, which is how he may have gotten his chipped tooth. His expressive eyes reflect his unbridled enthusiasm.
- Goldenrod "Rod": Rod's thick red glasses magnify the nervousness in his eyes, and complement his timid and cautious personality.
The animated Crayola Characters made their grand debut to consumers in a TV commercial on Monday, November 14, and consumers can expect to build long-term relationships with these and future characters in coming years. They will live in ongoing brand communications and promotions, on product packaging and make appearances on retail displays. The characters will also elevate the already existing creative experiences that are synonymous with the Crayola brand at the Crayola Experience retail destinations.
The Crayola Characters were created in partnership with McGarry Bowen, Crayola's long-standing advertising agency, and animation powerhouse Aardman Nathan Love (Wallace and Gromit). This is the first time the brand has ventured into animation and is a first-time partnership for Crayola.
Crayola LLC, based in Easton, Pa. and a subsidiary of Hallmark Cards, Incorporated, 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 everything imaginable. Consumers can find the wide array of Crayola products in the "Crayola Aisle" at all major retailers. For more information visit www.crayola.com or join the community at www.facebook.com/crayola.
mcgarrybowen is a global, full-service, integrated marketing communications agency network headquartered in New York, with offices in Chicago, San Francisco, San Antonio, London, Amsterdam, Paris, Mexico City, São Paulo, Singapore, Shanghai, Hong Kong and Bangalore. Part of the Dentsu Aegis Network, the Agency was founded in 2002 on a simple request to clients: "Give us your biggest challenge." Over the decade since, mcgarrybowen has grown to become one of the most successful agency start-ups ever, earning "Agency of the Year" honors three times from Advertising Age and Adweek. Famous for big organizing ideas and "creative that works," mcgarrybowen counts some of the world's most iconic companies as its clients, including Intel, Procter & Gamble, Disney, Dr Pepper Snapple Group, The Kraft Heinz Company, Mondelēz International, Marriott, United Airlines, Chevron, The Clorox Company, and Crayola.
About Aardman Nathan Love
With a vision to be the most inspirational animation studio in the world in the eyes of its talent, partners and audiences, Aardman Nathan Love creates original animated entertainment, based on strong characters in compelling stories, for the viewing public's enjoyment. With a value system built on creative integrity, independence, open collaboration, excellence and humor, Aardman Nathan Love has created notable work for brands including Kellogg's, Perdue, Movantik and UPS.
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Golin for Crayola
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SOURCE Crayola LLC