Crayola has announced that it is increasing its commitment in the UK and Irish markets with the goal of doubling its business over the next three years and acting as a key growth engine for the European region
The brand, which is more than more than 120 years old, seeks to re-connect with British and Irish consumers and retailers through a direct distribution strategy, alongside investment in infrastructure, product innovation, and creative content.
Crayola’s plan aims to empower parents and educators in the UK and Ireland to nurture creativity in children, ensuring they get the benefit of developing essential life skills that will help them reach their full potential.
Creativity has been demonstrated to support the development of core life skills, predict career success, enhance educational outcomes, and contribute to overall well-being and fulfillment. In fact, the UK government recently unveiled plans to reform the national curriculum, implementing changes that affirm creativity as an important part of UK education. The revitalised curriculum recognizes the value the arts bring in broadening skills for a competitive job market, in line with Crayola’s belief in the benefits of creativity for children.
Marking the beginning of its three-year strategic plan in the UK and Ireland with a new market strategy and multi-million investment in 2026, Crayola has already opened a new UK office in Woking, Surrey, creating 23 new jobs as of January.
2026 strategic roadmap:
- Direct distribution: Crayola is prioritising and re-establishing its direct trading relationships with retailers in the UK and Ireland to help broaden visibility and availability of its products in-store, giving more children access to its full range of creative tools. Direct relationships with retailers will also help establish strategic partnerships to bring compelling innovation to market.
- Product innovation: The brand is planning a series of product launches in the UK and Ireland throughout 2026. The first, hitting stores this week, is Clicks, a retractable, cap-less premium marker using washable ink designed to reduce plastic waste, resist drying out, and wash easily from skin and fabrics.
- Marketing: To deepen the brand’s relationship with consumers, Crayola is making a significant investment to extend its creative content to more UK and Irish consumers.
This includes Crayola’s Campaign for Creativity, the brand’s advocacy initiative that reframes, champions and celebrates creativity as a mindset essential to lifelong growth and wellbeing. The campaign provides resources and inspiration to encourage more creative moments at home and in school, helping parents create small creative moments as part of daily routines to nurture their kids’ creativity.
