Forks Township, Pa. — Crayola has entered into an agreement with BrightColors LLC to open at least five new Crayola Experience venues, doubling Crayola’s presence in the U.S. The company’s portfolio currently includes five locations in Easton, Pennsylvania; Orlando, Florida; Bloomington, Minnesota; Plano, Texas; and Chandler, Arizona.
Last November, Crayola began actively seeking partners to extend its footprint domestically and internationally. The Forks Township, Pennsylvania-based company’s first multi-venue licensing agreement will be with BrightColors, which is working with partner Kingsmen Xperience Inc. to open the new locations over the next five years.
The partnership will kick off its efforts with a joint evaluation of potential mall venues in family-friendly markets with strong tourism or residential draws. Kingsmen Xperience will work with BrightColors to help source real estate opportunities, manage licensor relations and provide production and marketing support.
“Today, Crayola embarks on an expansion effort with a best-in-class partner who shares our ideals and is equally dedicated to high quality guest experiences,” says Warren Schorr, senior vice president of business development, global licensing and experiences for Crayola. “BrightColors has a proven track record not only in creating memorable attractions, but also in providing guests the highest level of service in operations. They are the perfect complement to the standards already established for Crayola Experience.”
Crayola Experience locations, which range in size from 20,000 to 60,000 square feet, are a destination for families and host over 1.5 million guests per year. Popular activities offered at these properties include naming and wrapping a Crayola crayon; watching live demonstrations of how crayons are made; starring in coloring pages; and creating melted wax spin art.
Further details on the planned expansion were not disclosed.
—Hayden Spiess and Katie Sloan