Or Lights, Camera, Color, another HD application that allows kids to turn their favorite photos into digital coloring book pages.We spoke with Vicky Lozano, VP of Corporate Strategy, about some of their recent efforts, including an iPad app that creates a digital coloring book experience and a YouTube channel that connects the brand to parents and educators.For Lozano, its about remaining true to the companys goal of supporting kids growth and development, while constantly innovating to best fulfill consumers needs.
With the Civil Rights movement gathering pace in the early 60s, Crayola realized that not all children could draw pictures of their families using the flesh crayon to color their skin. It may be technological rather than political, but as kids are bombarded with ever more sophisticated forms of entertainment, the message remains the same: Adapt or get left behind. As digital products replace the more tangible things in our lives, its tempting to write off Crayola as a dinosaur from a different era. Crayola Playzone Trial Processes LikeAfter all, its core business is over a century old, and involves unsexy industrial processes like pouring hot wax into molds. But in reality, Crayola is making itself more relevant than ever, not just keeping up with the digital age, but helping to set the pace. Were medium agnostic, says Vicky Lozano, VP of Corporate Strategy. We never had a debate about whether we should or shouldnt step into digital. But in a world where digital is overturning so many old habits, how do kids play today What has changed in the 125 years since cousins Edwin Binney and C. Harold Smith first made red oxide pigments for barns and carbon black for automobile tires In the 109 years since Binneys wife, Alice, coined the word Crayola as the brand name for the high quality, affordable colored wax sticks her husband and cousin developed for schools What has changed Everything and nothing. The fundamental things about kids are still the same, Lozano insists. Bonus fact: According to another study by Yale University, the smell of a fresh box of crayons is the eighteenth most recognizable scent in the world.) Crayola didnt achieve that kind of brand penetration by accident; it got there by being laser focused on those consumers above everything else. In the world of technology its very easy to get distracted by the next shiny object, Lozano says. So the question was, What kind of experiences and technologies do we really want to get behind Weve spent a lot of time over the last few years making sure were very clear about what our true north is. We happen to make a lot of great tools, but at the end of the day, were here to help parents and teachers raise creative and inspired kids. Thats our purpose no matter what kind of products we offer or how we go to market. ![]() We have designers who say, Wouldnt it be cool if I could do this We are constantly innovating. We have a lot of proprietary technologies now, capabilities around chemical technologies and, especially over the last several years, digital technologies. Crayola isnt using those technologies to replace its core business of manufacturing and distributing crayons; instead, its integrating the old and the new. Take, for example, a new range of products like the iMarker, an all-in-one digital pen, crayon, and pencil, designed for use with the Color Studio HD iPad app. Its similar to the traditional coloring book experience, but with added interactive sounds and motion.
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