By Allison Watkinson
TheSoul Publishing and Crayola are extending and expanding their licensing partnership following the significant growth of Crayola’s digital consumer engagement.
Building on their initial YouTube marketing campaign, the two companies will be expanding their agreement to include collaborations on social media platforms such as TikTok and Pinterest.
The expanded partnership is intended to increase Crayola’s online influence and viewership through TheSoul Publishing’s expertise in social media and digital content creation.
TheSoul Publishing is a digital entertainment studio that produces branded original content that is distributed through a social media-driven cross-platform network.
With a creative team based in more than 70 countries, TheSoul Publishing offers entertaining and family-friendly content in the categories of 3D animation, stop-motion, live-action, DIY, music, and more.
“We are thrilled to deepen our partnership with TheSoul Publishing, continuing our mission to elevate our crafting content and enrich our content library,” said Crayola EVP, Victoria Lozano. “Their global reach and unparalleled ability to create high-quality video content align perfectly with our commitment to inspire creative self-expression in every child. The extraordinary growth we have achieved together validates this partnership, and we are eager to explore the new heights we can reach in the next phase of this journey.”
Since the beginning of their digital content partnership, Crayola’s official YouTube channel has experienced a dramatic increase in views, total watch hours, published videos, and channel subscribers.
Organic views increased by over 40 times in April 2023 when compared to the channel’s average monthly performance in Q4 2022. In the same time frame, the videos published by the channel increased by six times and the channel’s total count of watch hours increased by 30 times.
“We’re immensely proud of the success we’ve achieved together with Crayola in such a short time,” said TheSoul Publishing VP, Patrik Wilkens. “The remarkable growth we’ve seen in views and watch hours truly underscores the power of our partnership. We’re even more thrilled about the surge in new subscribers. This tells us that the content isn’t just being watched, it’s being eagerly anticipated and regularly consumed by a dedicated and growing fan base,” Wilkens added.
“As we leverage our content creation expertise to further enhance Crayola’s digital channels on YouTube, TikTok, and Pinterest, we aim to engage audiences in even more innovative ways. It’s a privilege to collaborate with a top brand like Crayola, helping bring their creative message to new and existing fans. We appreciate the rewarding journey with Victoria and her expert team.”
A subsidiary of Hallmark Cards, Crayola is a global company that creates, manufactures and distributes a wide range of creative expression products and experiences for children and youth.