Crayola promotes retired crayons
By Derek Winkler
Crayola Canada has begun a year-long promotional initiative during which it will re-release eight formerly-retired crayon colours. According to the company, this is the first time in its history that retired colours have been returned to sale. The crayons will be available in a package called the Limited Edition Retired Colours 8 Count Crayon Pack. The company will also release limited edition coloured pencil and marker packages. As part of the promotion, participating retailers will release various products using the returning colours as their theme. In Canada, these include Lee and Joe Fresh, among others. Public relations for the initiative are being handled by ChangeMakers.
“Every day, fans ask us to bring back retired crayons,” said Margot Somerville, director of product marketing and communications at Crayola Canada. “Bringing crayon colours out of retirement is a first for us. We're excited to see how they will spark creativity and nostalgia for Canadians. For fans old and new, colour is personal and plays a significant role in educational, emotional and cognitive growth.”