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7 Jul 2006 Innovation pays as Crayola sales explode 49% in UK : If ever there was a case study of how innovation drives sales growth in the toy industry then look no further than Crayola. In just six months under Vivid Imaginations stewardship the brand is now showing dramatic growth …49% in May according to NPD retail audit data. Hugely successful TV advertised product innovations like Colour Wonder and Colour Explosion have re-energised the brand since January ….all at sub £5 retail price points! “Crayola is a brand much-loved by Mums and children alike. But even market leading brands need to constantly innovate and invest in TV advertising and promotion support if they are to grow and prosper. Vivid have injected big TV investment behind two outstanding new innovative technologies – Colour Wonder and Colour Explosion …and the results have been astounding,” states Emma Sherski, Vivid’s Licensing and Marketing Director. With over 1400 TVRs planned against five new TV campaigns for Autumn, the Crayola brand is set to continue on its meteoric sales rise .“Doodle Doug and Joolz Magic Rocks are the next two new products to hit the TV screens in August and we are expecting UK sales in excess of 80,000 units on both” Sherski continues. ” Vivid firmly believe the art and craft aisle has been under-invested for years and as such the public are now highly receptive to innovation . Mums want their kids to engage in creative play but know it has got to be fun. That’s our remit – to put the fun and wow-factor back into arts and crafts. So far it’s working very well indeed for both our retail partners and ourselves.” “Vivid’s stated goal upon acquiring the UK/Ireland business was to double Crayola sales within 24 months ….we can now see that this goal is eminently achievable. Just wait until you see the Crayola 2007 spring line if you don’t believe us,” Sherski confidently concludes. Fighting talk indeed from the UK’s leading toy and games company but isn’t this the spirit that this unnecessarily self-pitying industry needs to haul itself up by the boot-laces?
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