Creativity

Crayola Is Putting One Color From Its 24-Crayon Box on the Chopping Block

Brand Will Announce Retiring Color on March 31, National Crayon Day

By Ann-Christine Diaz. Published on Mar 28, 2017

Editor's Pick

It seems kids and toy marketers have been embracing the reality TV "chopping block" strategy, evident in this new campaign from Crayola. The brand has announced that it will be retiring one color from its 24-crayon pack -- the first time it has done so in the box's 100-year history.

The brand has been plugging the retirement on social media and out of home, with a giant crayon sculpture in New York's Times Square. It's also asking consumers to #ShareYourFave color on social media -- although it's not saying whether audience input will influence the final decision. The brand will announce the retiring color, aka #WhosLeaving on National Crayon Day, which is this Friday, March 31.

Crayola's move follows what's become a go-to strategy for Hasbro's Monopoly, which has turned to consumers to help them decide which of its playing pieces get voted off the board. Most recently, the game brand said farewell to its boot, wheelbarrow and thimble to make room for new pieces: a t-rex, rubber ducky and penguin.

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About

Credits

Date
Mar 28, 2017
Client:
Crayola

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