Crayola Announces Color Alive! 4D Experience™ for Kids, with Augmented Reality Interactivity

EASTON, Pa., Oct. 23, 2014 /PRNewswire/ -- Crayola, a colorfully innovative brand for over 110 years, announced plans to launch Color Alive!, the first augmented reality product offering among its growing digital portfolio, in early 2015. Partnering with leading 4D company DAQRI, Color Alive! will feature an innovative offline and online play experience through color and 4D technology, allowing kids to bring their coloring to life. 

Color Alive! follows the successful launch of Crayola's Virtual Design Pro – Fashion and Cars, which allows kids to merge offline creativity with a virtual experience. As the technological landscape evolves and kids increasingly become digital natives, the company's key strategic focus is on providing innovative ways to spark their creativity and merge the physical coloring experience with cutting-edge digital platforms.

"At Crayola, we're all about inspiring creativity through color and innovative play experiences, and our partnership with DAQRI to bring new and revolutionary experiences to kids demonstrates this continued passion," says Mike Perry, president and chief executive officer, Crayola LLC. "Children are incredibly digitally savvy and the offline experience continues to be so important because it allows kids to color the world through their own imagination and bring it to life. Color Alive offers a truly unified creative experience that transforms the way that parents and kids think about coloring."

At launch, Color Alive! will be available in four coloring books: Mythical Creatures, Enchanted Garden, Skylanders and Barbie. Children activate the 4D Experience™ through the Color Alive! app, by aiming their device's camera at the colored page to bring their unique drawing to life in their own surroundings. The included Magic Crayon transforms coloring by activating special effects through drawing on the page, in real-time.  Kids can also interact and take photos with the coloring book characters.

"Since we started creating in 4D, we have seen the impact this technology has on children, in particular the way it ignites their curiosity and imagination," said Brian Mullins, founder and CEO, DAQRI. "By partnering with Crayola, one of the world's most beloved brands, we are giving the next generation of creative geniuses a palette to express themselves in one of the most powerful mediums and we can't wait to see what they think up."   

Color Alive! will have limited availability in select retailers beginning December 2014 with a nationwide debut in February 2015. The Color Alive! app is available on iOS, Android and Windows smartphones and tablets, as well as iPod Touch.

About 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.

About DAQRI
DAQRI is a global technology leader that is fundamentally transforming the way people deliver and interact with information through a powerful new medium, 4D. An innovator in computer vision, DAQRI's industry-leading software and hardware sets the standard for the next generation in industrial, storytelling, and educational technologies. DAQRI is headquartered in Los Angeles with an R&D center in Mountain View, California and sales offices in New York, Chicago, Boston, Detroit, Atlanta, San Antonio, and Minneapolis. For more information, visit www.DAQRI.com.

Julie Lando / Crayola
(610) 253-6272, ext. 4238
[email protected]

Melissa Smith / Edelman PR
(212) 299-4039
[email protected]

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SOURCE Crayola

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