Tuesday, June 28, 2022

Crayola reorganizes to expand focus in content development and location-based entertainment

Crayola has announced a reorganization to build capacity and alignment around key growth vectors for the company — children entertainment content development and location-based experiences.  

Since 1903 Crayola has pursued its mission, to help parents and teachers to raise creatively alive children. As part of that ongoing commitment, Crayola has continued to innovate and evolve new ways to interact and engage with consumers, most recently in the areas of content and experiences, such as the recently launched Crayola Creativity Week, and the highly successful Crayola Experience family entertainment centers. To facilitate further growth, Crayola is realigning the organization to maximize synergies within content, marketing, digital activation and location-based entertainment.  

As part of the realignment, Victoria Lozano, Crayola’s Executive Vice President of Marketing Communications and Digital Strategy, will add Content Development to her responsibilities.  In her expanded role, Lozano will spearhead Crayola’s strategic development and planning efforts for children’s entertainment content. Lozano also will lead Crayola’s consumer activation, engagement and content strategy across children, parent and educator audiences. This includes creating additional momentum behind the already successful Scribble Scrubbie YouTube franchise, the Create It Yourself (CIY) crafting social content, and the aforementioned Crayola Creativity Week program.

Warren Schorr has been promoted to Senior Vice President Business Development, Global Licensing & Experiences. Schorr will lead Crayola’s location-based entertainment businesses, including the company’s owned and licensed Crayola Experiences and retail store development opportunities. He will continue to lead the inbound licensing acquisition and outbound global licensing businesses, and develop strategies that extend Crayola into new spaces across the globe, including new categories, retail distribution and business segments.

Both roles will report to Crayola President and Chief Executive Officer Rich Wuerthele. “We have great confidence in our executive leadership and this organizational realignment will propel our expansion in the growing content and location-based entertainment space,” said Wuerthele. “This new focus will build capabilities and increase engagement, leading to a deeper, more meaningful consumer relationship with the Crayola brand.” 

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