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CRAYOLA, BELOVED FOR ITS CRAYONS, IS NOW SELLING FLOWERS

By Parija Kavilanz, CNN
Published 7:00 AM EDT, Tue September 19, 2023
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New York CNN  — 

Crayola, a name synonymous with vibrantly colored crayons for more than a
century, is going into the flower business.

The crayon maker, a subsidiary of Hallmark Cards, on Tuesday announced the
launch of Crayola Flowers, an online flower shop selling bright bouquets and
boxed flowers.

But there’s a dual purpose to the new venture, the company said: It will also
double as a fundraising platform, with 10%-50% of every direct sale donated to a
participating charity or entity chosen by the customer. Nonprofit organizations
can use the floral storefront, too, as part of their own fundraising campaigns.

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Crayola partnered with Mrs. Bloom’s, an importer and distributor of fresh-cut
flowers — daisies, mums, hydrangeas and many different colors of roses — to
jointly develop the online flower shop, the company said. Bouquets are priced
from $49 to $150 and are shipped directly from farms to consumers nationwide.

Crayola is getting into the flower business with the launch of Crayola Flowers,
an online marketplace for fresh flowers.
Crayola Flowers


A COLORFUL CORPORATE HISTORY

Since the birth of the Crayola brand in 1903, the company has branched out
beyond wax crayons into arts and crafts materials, coloring books, Crayola
“experiences” and unexpected collaborations, including — according to Footwear
News — a recent one with footwear makers Crocs for crayon-inspired Crocs.

But the idea here “is to extend the Crayola brand into the flowers industry in a
slightly different way,” Warren Schorr, senior vice president of business
development, global licensing and experiences, said in an interview with CNN.
“Instead of just selling flowers when they’re needed, why not unite this idea of
color and creativity with spreading kindness.”

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The long menu of charities or entities a customer can donate to includes 4-H,
the American Heart Association, Autism Speaks, Big Brothers Big Sisters of
America, the Humane Society, St. Jude’s Children’s Research Hospital and the
Wounded Warrior Project.

Crayola announced it has launched Crayola Flowers, a retail and fundraising
platform.
Courtesy Crayola Flowers

Nonprofit organizations can also host their own custom flower shops on Crayola
Flowers. “The platform offers toolsets with which they can set the parameters of
the campaign, such as the landing page, the bouquet options that we already
offer, set the prices, set the beginning and end dates of the campaign, add and
send automated emails about it,” said Schorr.

For-profit entities, such as local small businesses, can also create fundraising
campaigns through a Crayola Flowers storefront to benefit community efforts such
as soup kitchens and disaster relief. All campaigns, however, will be vetted, he
said. This includes evidence of campaign need, proof of nonprofit status or
proper identification of for-profit entities and administrators.

Crayola Flowers partnered with Mrs. Bloom's, an importer and distributor of
fresh cut flowers.
Courtesy Crayola Flowers

In addition to the website, Crayola Flowers will have an on-the-road component
with a mobile flower truck or traveling storefront to set up at various events
to support local and national nonprofits, the company said.

Schorr said Crayola Flowers’ launch was three years in the making. “As horrible
as the pandemic was, it gave us time to explore and develop this innovative
platform,” he said.


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SELECT BASIC ADS

Select basic ads

Ads can be shown to you based on the content you’re viewing, the app you’re
using, your approximate location, or your device type.

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SELECT PERSONALISED ADS

Select personalised ads

Personalised ads can be shown to you based on a profile about you.

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CREATE A PERSONALISED ADS PROFILE

Create a personalised ads profile

A profile can be built about you and your interests to show you personalised ads
that are relevant to you.

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SELECT PERSONALISED CONTENT

Select personalised content

Personalised content can be shown to you based on a profile about you.

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CREATE A PERSONALISED CONTENT PROFILE

Create a personalised content profile

A profile can be built about you and your interests to show you personalised
content that is relevant to you.

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MEASURE AD PERFORMANCE

Measure ad performance

The performance and effectiveness of ads that you see or interact with can be
measured.

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MEASURE CONTENT PERFORMANCE

Measure content performance

The performance and effectiveness of content that you see or interact with can
be measured.

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APPLY MARKET RESEARCH TO GENERATE AUDIENCE INSIGHTS

Apply market research to generate audience insights

Market research can be used to learn more about the audiences who visit
sites/apps and view ads.

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DEVELOP AND IMPROVE PRODUCTS

Develop and improve products

Your data can be used to improve existing systems and software, and to develop
new products

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ENSURE SECURITY, PREVENT FRAUD, AND DEBUG

Always Active

Your data can be used to monitor for and prevent fraudulent activity, and ensure
systems and processes work properly and securely.

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TECHNICALLY DELIVER ADS OR CONTENT

Always Active

Your device can receive and send information that allows you to see and interact
with ads and content.

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MATCH AND COMBINE OFFLINE DATA SOURCES

Always Active

Data from offline data sources can be combined with your online activity in
support of one or more purposes

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LINK DIFFERENT DEVICES

Always Active

Different devices can be determined as belonging to you or your household in
support of one or more of purposes.

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RECEIVE AND USE AUTOMATICALLY-SENT DEVICE CHARACTERISTICS FOR IDENTIFICATION

Always Active

Your device might be distinguished from other devices based on information it
automatically sends, such as IP address or browser type.

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STRICTLY NECESSARY COOKIES

Always Active

These cookies are necessary for the website to function and cannot be switched
off in our systems. You can set your browser to block or alert you about these
cookies, but some parts of the site will not work.

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COOKIE LIST



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