The Kubota Tractor Corporation and Crayola renewed their partnership to show kids how teamwork can make a difference in their community.
The new venture is inspired by Kubota’s NASCAR partners like Trackhouse Racing and ThorSport Racing. It includes an immersive, interactive event touring Crayola’s family attractions; at-home crafts and coloring pages at CrayolaExperience.com/Kubota and Crayola.com; and classroom activities and educational content.
Together, the brands are transforming Crayola Experience family attractions into a Raceway Makeover by Kubota in a four-market national takeover tour beginning later this month. The limited-time events will put kids (and kids at heart) in the driver’s seat of dozens of hands-on, auto racing-themed activities featuring Kubota equipment—such as tractors, mowers and RTVs—as they ready the fictional town of Crayonville for its new raceway.
To kick off the national tour, Kubota and Crayola will host grand opening events for each takeover, featuring live pit crew demonstrations from Kubota’s NASCAR partner Trackhouse Racing. At these free-to-the-public events, kids will get to test their own pit crew skills to see if they have what it takes. Kid-friendly challenges include simulated tire changing relays, gas refill speed tests, tire obstacle courses, and more.
Trademark Licensing: Kubota Paints the Town Orange With Crayola Licensing Deal
Kubota Tractor is based in Grapevine, Texas, and is the U.S. marketer and distributor of Kubota-engineered and manufactured machinery and equipment, including a complete line of tractors of up to 200 Gross HP. As one of the world’s largest manufacturers of farming and construction equipment, Kubota produces a variety of performance-matched implements, compact construction equipment, consumer lawn and garden equipment, hay tools, commercial turf products and utility vehicles.
The company’s bright orange tractors can be seen on thousands of farms, orchards and vineyards throughout North America and around the world.
“Partnering with Crayola brings to life our iconic orange equipment in new ways and with it the chance for kids to get creative and see what’s possible when we work together,” said Todd Stucke, Senior Vice President of Marketing, Kubota Tractor Corporation. “Throughout the immersive experience, kids will discover how teamwork and the machine power of Kubota equipment can improve communities.”
Inside the family attractions, kids will participate in a pit crew tire change challenge, get behind the wheel of a virtual Kubota tractor in a simulator game, race Kubota toy cars customized with Crayola accessories and take photos with kid-sized Kubota-branded race cars and trucks thanks to Kubota’s NASCAR partners Trackhouse and ThorSport Racing, plus more activities.
The Raceway Makeover by Kubota takeover will tour throughout 2023, making pit stops at four Crayola Experience locations in Orlando, Fla. (May 25-June 18); Chandler, Ariz. (June 29-July 30); Easton, Pa. (Aug. 10-Sept. 5) and Plano, Texas (Nov. 14-Jan. 2, 2024).
“Through collaborations such as our partnership with Kubota, we are able to create exciting and engaging experiences that showcase real-life applications of how imagination and creativity are at the core of everything we do as kids and adults,” said Warren Schorr, Senior Vice President Business Development, Global Licensing, & Experiences. “Big machines. Racing. Coloring. Building. What kid doesn’t love these things? And what an amazing opportunity to help them learn how creativity and equipment are used to design and build the world around us.”