Vivid Goliath’s Emma Weber on back to school with Crayola and making sure demands are met for big board games such as The Traitors.
LicensingSource.net catches up with a selection of licensees across key categories to find out their summer successes and what they see as the highlights and challenges as we enter the ‘golden quarter’ of 2024.
Today: Emma Weber, senior director, marketing and licensing (UK), Vivid Goliath.
“Back to school for Crayola is always an exciting time of the year for the brand but for 2024, the consumer experience became even more colourful as we partnered with Sony and their summer theatrical live action family adventure Harold and The Purple Crayon.
The collaboration saw nationwide activations on Crayola’s point of sale, announcing an exciting competition to find the specially wrapped purple crayon hidden in packs of the 24 count Crayons to win prizes including a family trip to New York and to visit the Crayola Experience. The movie captures the imagination that Crayola is known for, empowering kids to dream big through the power of creativity.
The biggest challenge for Q4 ’24 will be continued timeliness of stock and ensuring we forecast to meet demands for some of our big games including The Traitors and the newly launched Murdle The Board Game, based on the award winning and bestselling Murdle puzzle books.”
This feature originally appeared in the autumn 2024 edition of Licensing Source Book. To read the full publication, click on this link.
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