CRAYOLA TARGETS OLDER KIDS
By Adnews Staff
Binney & Smith Canada of Markham, Ont. is trying to appeal to older children. The company will introduce the second phase of its IQ line of art instruments to the national market in September. The line features crayons, water color pencils and paints and a sketching marker. The first products in the line were introduced last January, including scissors, color pencils and markers. The markers feature chisel tips, so users can create a variety of lines, and medium tips for sketching. The line is targeted at children aged eight to 12. The products will be supported by TV ads, point-of-purchase materials and co-op advertising. The campaign was created by TBWA Chiat/Day Advertising of Toronto. A contest is also promoting the line, with consumers entering to win a trip for four to an exclusive Crayola party at Seaworld in Florida.