By Allison Watkinson
Crayola has entered a licensing agreement with TheSoul Publishing for co-produced digital content on Crayola-owned social media channels.
Crayola is a global art supply company that specializes in crafts, art tools, and toys for children.
“We are excited to take crafting content to the next level and grow our content library with programming that sparks creative self-expression in every child,” said Crayola EVP, Victoria Lozano. “Partnering with TheSoul Publishing for this initiative was a natural choice for us with its global reach and strong track record of creating high-quality video content and growing brands on social media.”
TheSoul Publishing is a digital entertainment studio that produces content for distribution through a cross-platform social media network. TheSoul Publishing’s digital content currently reaches over a billion social media users across Facebook, Instagram, TikTok, YouTube, Pinterest, and Snap.
The partnership will include co-branded digital content inspired by TheSoul’s 5-Minute Crafts brand. The digital content will feature original branded crafts and DIY project videos that will be posted on Crayola’s social media and YouTube channels.
“Crayola is a company we truly admire, and we are thrilled to be partnering with them,” said TheSoul Publishing VP, Patrik Wilkens. Having developed some of social media’s most watched content, this is an incredible opportunity for TheSoul to lend our expertise to leading brands and help them maximize their social engagement and grow their online viewership. Crayola is the global icon of creative play and working with Victoria and her team in the run-up of this project has been a true pleasure.”
The licensing partnership between the two companies is expected to launch later this month.