SITUATION:
Crayola’s vast portfolio needed a strategy to set it up for growth and expansion while solidifying the base with loyalists.

 CLUE:
Traditional approaches to portfolio management were limiting the growth potential of this iconic brand by keeping it in the arts & crafts section of key retailers.

AHA!:
Fun not form.
Crayola leveraged Next Step’s Eight kinds of Fun workshop to restructure its approach to portfolio management, secure new store placements and drive its innovation strategy.