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 more than 120-year-old brand 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 will 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 revitalized 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.
More than 91 percent of British parents also understand the life-long benefits of creativity for kids1. And while they face practical barriers in finding ways to nurture creativity, with 51% saying it’s hard to come up with new creative activities for their child, nine out of 10 UK parents trust Crayola to help them overcome those barriers2. The company’s UK and Ireland strategy provides an opportunity to partner with parents and bring them innovative products, experiences and content that inspire creative moments every day for their 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 openeda new UK office in Woking, Surrey, creating 23 new jobs as of January 2026.
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 also will 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 next 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.
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.
Meaningful experiences with Crayola apps and social channels that expand creative moments to a digital canvas.
Investment in entertainment that showcases and celebrates children’s creativity and unique perspectives. Commissioned by BBC Children’s and Education and RTÉjr, Crayola Studios is co-producing ‘Pablo: Next Level’—the highly anticipated spin-off from the ground-breaking, award-winning and BAFTA-nominated Pablo.
Education: Running this year from 26 January to 1 February, Crayola is working to significantly expand its free global Creativity Week learning program to more schools, libraries and homes in the UK and Ireland. Through daily themed, standards-aligned activities and resources, the annual virtual event provides inspiring, interactive content delivered by world-renowned creative talent to support creative learning across all subject areas. This year, captain of the England national football team, Bayern Munich player, and dad-of-four Harry Kane features alongside a global cast of stars. More than 500,000 students from the UK and Ireland will be among the 18 million kids from over 140 countries participating in Crayola Creativity Week 2026.
Danny Cowtan, General Manager UK&I at Crayola, commented: “Crayola wants to help reignite Britains creative spark. We’re bringing fresh energy, exciting innovation, and real support to parents, teachers, and kids who are hungry to create. This isn’t just business as usual; it’s a total brand re-awakening.”
