CRAYOLA WORKS in Maryland
By mary gallagher

Sometimes it's really nice to plan a vacation that doesn't t involve much "get there and back" time and we all live nearer than we think to new and fun exploring. On that note, we decided to spend a family style weekend visiting the wonderful city of Baltimore just one hour from home.

I tried to choose attractions and events that would keep the whole family involved and everyone's interests satisfied. The rent-a-kids were boys, Calvin six and James sixteen.

We took off about 9:30 am on Saturday morning with our first stop scheduled for the new Arundel Mills mall located at the Baltimore Washington Parkway and Route 100 not far off Interstate 95, our Washington to Baltimore route. Out of 200 plus stores our destination was the Crayola Works Creativity Studio and Store!

Arundel Mills was created by the same company that has developed more than 14 "Mills" malls throughout the nation.

Crayola Works is the first retail outlet for the 100 plus year old Easton, Pennsylvania based Crayola Company and what a great place it is. Since 1903, when the first box of eight Crayola crayons was introduced in schools nationwide by cousins, Edwin Binney & C. Harold Smith, the brand has become an American and worldwide cultural icon. A symbol of childhood that's stood the test of time. 

Not only did you likely not know that Crayola has a million crayon based toys and creative items, you can bring the birthday party here and the guests can make items like back packs, wallets, decorate cartoon character statues, seasonal items and more. Plus no fuss or mess at your home! The Saturday of our visit they had 16 birthday parties scheduled and that wasn't an "over" booked day.

The 20,000 square foot studio and store allows children to expand their imaginations by creating arts and crafts in areas like Chalk City and Silly Shape Maker. Our six year old could have easily purchased one of everything in the store but as he lives off a small allowance and his father's indulgence, he decided to create a canvas billfold.

Entering the creative work area we were steadily assisted by staff people who are well trained and probably have a creative bent themselves. They must like kids too! With his kit in hand, Calvin was positioned at a low work table and the decorating began. They had fabric paint, trims, sequins, yarn, glitter, rope, string, charms, material - anything you could think of and many you never would have. Meanwhile some of us "older" kids went out and autographed the VW bug available for that purpose in the front of the store, tried some of the items that have test models and caught a staff demonstration.

Crayons have come a long way since 1903. They're twistable, erasable, washable and multicultural. They're even "make-able" with a new Crayola toy called the Crayon Maker that melts down worn waxy bits and turns them into new crayons. The same goes for Crayola markers - they change colors, stamp images, decorate jeans, glisten like gold and even draw on windows. One hundred years later, there are hundreds of Crayola products -- in addition to the ubiquitous Crayola crayon -- for coloring, painting, sculpting, drawing and glitter gluing to help children and probably a few adults express their creativity. 

100 Years of Color
So how does a 100-year-old brand continue to stay relevant to kids, whose interests are as diverse as the 120 colors inside the Crayola box? According to Binney & Smith President & Chief Executive Officer Mark Schwab, adding unusual twists to Crayola products to wow children and let them create in new and different ways is the key to making a mark on a new generation of kids. In other words, these aren't your father's burnt sienna's. In fact, the future success of the Crayola brand is dependent on breaking out of the mold. 

"To enjoy another century of growth, we're focusing on offering the unexpected," says Schwab. "Children know what to expect when they open a box of Crayola crayons. But give them a marker that changes color or writes like a spider web and they'll want to experience more." 

The history of Crayola on their easily accessible and informative websites listed below have piqued my interest in taking a factory tour on a slightly longer weekend trip.

After about 45 minutes, Calvin had a finished a billfold that I would have been proud to use. The rest of the weekend he begged us to take him back for another art project but that will wait until perhaps a spring trip for a baseball game.

Consumers are also interacting with the Crayola brand at the Crayola Factory family discovery center located in Easton, NJ and the Crayola.com web site both venues that immerse children in the brand and bring it to life in a colorful, hands-on Crayola environment. 

If you're near enough for the factory tour or mall retail site or Crayola chooses to expand on this concept, I heartily recommend stopping for ideas, gifts and, of course, birthday parties. 


The Arundel Mills mall is loaded with a ton of national chains,  many describing themselves as "outlets" and an extensive food court.

Crayola Works
7000 Arundel Mills Circle
Hanover, Maryland 21076
410.799.0400
www.crayolaworks.com
www.Crayola.com

Arundel Mills Mall
www.arundelmillsmall.com/

The news from Crayola Canada

To give Canadians a chance to celebrate the 100th anniversary of Crayola crayons, Crayola Canada is launching a national Colour Census to determine Canada's favourite colours. The on-line census on Crayola's website www.crayola.ca will run from March 1st, 2003 to August 31st, 2003. Voters can select their favorites from among Crayola's 120 current colours. Based on the census results, the company plans to launch distinctive Canadian packs of crayons, pencils and markers, comprised of Canada's top 16 colours. The Canadian Crayola colour packages will be available early in 2004.

"Crayola crayons are sold in more than 80 countries and we recognize that the Canadian market is unique and distinct," explained Paul Zadorsky of Binney & Smith Canada, the makers of Crayola products. "We value Canadians' opinions and want to celebrate our "One Hundred Years of Colour" by evolving a uniquely-Canadian product."

Plans are also underway to introduce a series of quarter-century collector tins during the fall of 2003. Each of the four tins will depict an era in Crayola's 100-year history, starting with 1903 to 1928. Each tin will contain 64 Crayola crayons in packaging from that era plus a special 12-pack of Crayola's retired colours. 

A number of other Crayola Centennial celebrations are being finalized to take place throughout the year across Canada. The Centennial Crayola ARTrageous tour bus, which will be visiting more than 25 North American cities this year, has been booked to appear in Kids World at the Canadian National Exhibition August 15-18, during the CNE's opening weekend. This will include Kids Loonie Monday, August 18th where children 13 and under will be admitted to the CNE grounds for one dollar (100 cents). Once on the CNE grounds, admission to the ARTrageous activities is free.

www.crayola.com/canada