Licensing News

Crayola Partners with TheSoul and 5-Minute Crafts to Produce Original Branded Digital Content

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Crayola, the global leader of creative expression products and award-winning digital studio, TheSoul Publishing (5-Minute Crafts, Bright Side), announces a partnership launching this month to co-produce original branded crafts and DIY digital content for Crayola owned YouTube and social channels. The initiative, which also includes TheSoul Publishing supporting Crayola’s social media strategy, will harness the creativity of Crayola, and combine it with the expertise of 5-Minute Crafts, to produce colorful and innovative content, drive audience growth, and increase global engagement.


“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 Victoria Lozano, Executive Vice President, Marketing at Crayola. “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.”


“Crayola is a company we truly admire, and we are thrilled to be partnering with them. 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,” said Patrik Wilkens, Vice President of Operations at TheSoul Publishing. “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.”


Crayola LLC, based in Easton, Pa, a business of Hallmark Cards, Inc., is the worldwide leader in children’s creative expression products. Known for the iconic Crayola Crayon first introduced in 1903, the Crayola brand has grown into a portfolio of innovative art tools, crafting activities and creativity toys that offer children innovative ways to use color to create everything imaginable. In addition to a broad range of products, Crayola inspires creativity through interactive and location based experiences as well as engaging creative content. Learn more at