The Crayola brand has grown considerably in the UK recently, with the consumer products programme seeing great success off the back of its popularity with kids and families.

Crayola has extended its long-standing US partnership with Retail Monster into the UK. Retail Monster will support Crayola at retail as its drives its consumer products programme across the UK, and will work closely with the brand to support its growing licensee partnerships in the UK to deliver innovative and impactful retail campaigns.

With the Crayola and Retail Monster partnership, strong interest at retail and best-in-class licensees on board, the brand expects its consumer products programme to gain real traction in the UK over the next 18 months.

“Enlisting the expertise and support of Retail Monster to accelerate our expansion in the UK strengthens our retail position and our ability to deliver imaginative and exciting retail executions across Europe, Middle East and Africa,” said Rob Spindley, Crayola Licensing director, EMEA. “We will deliver products and programmes that inspire creativity, imagination, inclusivity and self-expression, to help parents and educators raise creatively-alive children.”

Gemma Witts, managing director for Retail Monster, added: “We are delighted to extend our partnership with Crayola into the UK to drive its consumer products programme at retail and help to grow its licensing partnerships. We have enjoyed a fantastic partnership with Crayola in the US and are confident we can continue that success here. Crayola is a brand we have all grown up with and is as relevant today as it has always been.”