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EASTON, Pa. (Sept. 15, 2022) – Crayola’s crayon pack just got a lot bigger! This week, the creativity icon announced a new licensing agreement with BrightColors, LLC. Working with its partner, Kingsmen Xperience, Inc., BrightColors will open a minimum of five new Crayola Experience venues over the next five years, doubling the attraction brand’s presence in the U.S.
Crayola Experience has been a family destination for creative play for more than 25 years.It has five successful operations—ranging from 20,000 to 60,000 square feet—located in Pennsylvania, Florida, Minnesota, Texas and Arizona. These immersive attractions entertain more than 1.5 million guests annually with activities inspired by Crayola’s proprietary products and technologies. Popular activities include: naming and wrapping a Crayola crayon, watching how crayons are made live, starring in a coloring page, creating melted wax spin art, and more.
Last November, Crayola began actively seeking partners to extend its Location-Based Entertainment (LBE) footprint domestically and internationally. This multi-venue licensing agreement with the newly formed BrightColors is the first of its kind for Crayola, marking the first step in its global expansion. The partnership will kick off with a joint evaluation of potential mall venues, focusing on family-friendly markets with a strong tourism and/or residential draw. 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,” said Warren Schorr, Crayola Senior Vice President Business Development, Global Licensing & Experiences. “BrightColors’ management have 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.”
“We have been providing guests with engaging, people-pleasing experiences for decades. As we researched potential existing concepts with our colleagues at Kingsmen, all other attractions paled in comparison to the guest offering at Crayola Experience,” said Robin Turner, President & Managing Director of BrightColors LLC, and founder of the highly successful WonderWorks chain. “In discussions with Crayola, we recognized we held a shared vision and we are excited by the potential this partnership has in the expansion of Crayola Experience.”
Licensing inquiries should be sent to CrayolaLicensing@Crayola.com.
About Crayola
Crayola LLC, 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. Learn more at www.crayola.com.
About Crayola Experience
Crayola Experience is Crayola’s one-of-a-kind family destination where colorful adventures help kids and adults alike explore art and technology, express their creativity, and experience color in a whole new way. The attractions are located in Easton, Pa., Orlando, Fla., the Mall of America in Bloomington, Minn., Plano, Texas, and Chandler Ariz. To learn more, visit www.crayolaexperience.com.
About BrightColors LLC
BrightColors is an operating subsidiary of Good Vibrations Holding Co., LLC, which owns, operates and finances family entertainment attractions across the United States.
With almost fifty years of experience in the leisure, attraction and retail industries, the principals of BrightColors have experience working at Walt Disney World, James E. Strates Shows, and owning and operating Ripley’s Believe It or Not Museum in Panama City, FL.
The principals of BrightColors have also co-founded, developed and operated numerous attractions and retail outlets across the country, including edutainment attractions such as WonderWorks, the Techno-Tainment attraction Beyond the Lens, Adventure High Ropes & Zip Line Courses, as well as Alvin’s Island Tropical Department stores. For more information, please visit https://www.brightcolorsllc.com
About Kingsmen Xperience, Inc.
Kingsmen Xperience transforms iconic consumer brand engagements into reimagined and expansive interactive experiences. Through the creation of landmark attractions, consumers get to engage with beloved brands in new and extraordinary ways.
Headquartered in Los Angeles, CA, the team has vast experience in licensing and managing global intellectual property, raising capital, as well as working with leading commercial real estate companies worldwide for optimal venues. In addition, it provides oversight in the management of the design, production, and operations of experiential attractions. Kingsmen Xperience’s projects include museum quality travelling exhibitions, pop-ups, and permanent installations, both in traditional and non-traditional venues.
Kingsmen Xperience is the location-based entertainment focused U.S. subsidiary of Kingsmen Creatives, Ltd, a leading communication design and production group listed on the Mainboard of the Singapore Exchange. For more information, please visit https://www.kingsmen-int.com/kx
Information provided to TVL by:
Constance Walker
Crayola Experience
