Licensing News

Crayola Global Digital Influence Amplified in Continued Partnership with the TheSoul Publishing

TheSoul Publishing

TheSoul Publishing, an award-winning digital content creation studio, and Crayola, the global leader of creative expression products, are thrilled to announce the extension and expansion of their successful partnership. Building on their initial campaign that significantly boosted Crayola’s YouTube channel performance, the decision to expand their ties now includes not only YouTube management but also brings the creative collaboration to platforms like TikTok and Pinterest. The move is geared towards broadening Crayola’s digital reach and influence, ensuring more audiences can engage with the company’s creative content.


The immediate results of the partnership speak for themselves:

  • Organic views skyrocketed, increasing by more than 40x from the average monthly performance in Q4 2022 compared to April 2023.
  • Total watch hours also surged, increasing by 30x in the same time frame.
  • The number of published videos increased significantly, 6x more videos per month, in the same time frame.
  • In addition, the partnership fueled a significant increase of new subscribers to Crayola’s YouTube channel.
  • These impressive results demonstrate the effectiveness of Crayola and TheSoul’s partnership in boosting digital engagement and expanding the brand’s reach across social media.


Victoria Lozano, Executive Vice President, Marketing at Crayola said, “We are thrilled to deepen our partnership with TheSoul Publishing, continuing our mission to elevate our crafting content and enrich our content library. 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.”


Patrik Wilkens, Vice President of Operations at TheSoul Publishing, said, “We’re immensely proud of the success we’ve achieved together with Crayola in such a short time. 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. 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.”