[quote]This move is important to our evolution, vision and strategy. It’s a beautiful manifestation of what our brand
represents.” — Crayola CEO Mike Perry[/quote]
Orlando, FL, USA — One of the world’s most loved brands is bringing its Sunglow to the Sunshine State.
Crayola has announced that it will open a new Crayola Experience, a colorful family attraction, in the heart of Florida’s top family destination: Orlando. The new location is slated to open summer 2015 in the Florida Mall and will feature 25 hands-on attractions that offer hours of creative fun.
Although best known for its iconic crayons and markers, the 111-year-old company now has more than 1,500 proprietary products and technologies that have changed the way kids play.
“Ours has always been a culture of innovation,” Crayola CEO Mike Perry said. “This next adventure is yet another dynamic way we’re advancing our mission of helping parents and teachers raise creatively alive children and creating some colorful family memories in the process.”
This imaginative, larger-than-life concept wasn’t created over night. In 1996, Crayola opened a visitors’ center in Easton, Pa. Primarily founded as a tool to help revitalize the city’s downtown – Crayola’s hometown – The Crayola Factory featured one floor of interactive activities, as well as some arts and crafts.
“The Factory,” as it was affectionately known, remained for many years, until Perry and his team took a deeper look. There was more magic there than met the eye. And so it was decided: The #1 brand loved by moms was going to dip its paint brush into the attractions industry.
Inspired by the company’s mission and products, the team re-imagined what a state-of-the-art Crayola attraction should look like, Crayola Vice President of Corporate Strategy and Development Victoria Lozano said. The facility was completely redesigned in 2013 and re-opened featuring 25 all-new, hands-on attractions throughout four colorful floors.
“We believe creativity is an essential skill for kids. It can be taught, should be nurtured, but most importantly must be experienced,” Lozano said.
And that experience will be uniquely Crayola. Many of the attractions feature proprietary technologies, designs and activities that allow children and families to experience the magic of Crayola color in ways they never have before.
“And where better to do that than in one of the nation’s top family destinations?” Lozano said.
“Crayola Experience is a natural fit for The Florida Mall and our strong family and tourist customer base,” Florida Mall General Manager Brian Hanson said. “We remain focused on elevating our shopper’s experience and are thrilled to welcome this dynamic destination to the property.”
At Crayola Experience Orlando, families will enjoy many of the brand’s signature attractions – such as “Wrap it Up!” where you can name and wrap an authentic Crayola crayon and “Be a Star,” where you can star in your very own coloring page – as well as some exciting new attractions that will debut in Orlando. The attraction also will have a retail component where guests will discover hundreds of unique Crayola products and souvenirs only found at Crayola Experience.
“So many people have a special relationship with our brand because of what we represent. How many people, for example, have memories of their first box of 64?” Perry said. “As we continue to evolve as a company, we see Crayola Experience as a way that we can continue to share in the creation of colorful memories and have a special place in their hearts moving forward.”
George Wade of Bay Laurel Advisors serves as Executive Producer/Project Manager on the Orlando project. He held a similar position for the design of the original Crayola Experience in Easton.