US crayon maker opens new Woking office creating 23 jobs as part of three-year expansion plan
A packaging machine sorts crayons while moving them toward individual boxes at Crayola in Pennsylvania(Image: Getty Images)
American crayon manufacturer Crayola has committed to investing millions of pounds in the UK and Ireland as part of ambitious plans to double its business in the region, whilst its chief executive seeks to rekindle creativity amongst children and families in the digital era.
The 120 year old business, which operates as a subsidiary of Hallmark Cards, unveiled a three-year plan that encompasses the launch of new products and campaigns to promote the brand.
This follows the establishment of a new UK office in Woking, Surrey, generating 23 jobs, this month.
The multimillion pound investment in 2026 is scheduled to be replicated in 2027 and 2028 under the Philadelphia-based firm’s strategy.
Chief executive Pete Ruggiero said Crayola “stands among Apple and Google” when it comes to brand recognition.
“The brand is colour, the brand is fun, the brand is trust and safety. Mums, teachers and consumers trust that a child can use our products and not be hurt, that’s very important today,” he told the Press Association.
Crayola’s factory in Philadelphia produces around three billion crayons annually, according to the boss.
Crayons, coloured pencils and markers comprise approximately 40% to 45% of the global business, which also offers toys, animated content, digital and live experiences.
Mr Ruggiero said the company had been innovating to keep pace with consumers who are “in tune with technology”.
“Consumers, parents and teachers are mindful of the fact that creativity is important… and we’re seeing an increase, actually, in consumption because of that fact,” he said. “At the same time, we also embrace the fact that screen time is important.”
A set of Crayola crayons(Image: Crayola/PA)
Crayola is hopeful that its new UK campaign will receive a boost from Government proposals to overhaul the national school curriculum, which feature measures to strengthen the arts and creative subjects.
Mr Ruggiero also revealed to the Press Association that the firm was contemplating repositioning its product range away from stationery sections in UK retailers, aligning with the brand’s refreshed strategy.
“We’re not in the toy aisle at Tesco,” he said. “I want to be wherever it is that a consumer is looking for creativity, fun and colour.”