9 INDUSTRY NEWS Industry news Latest news from the craft industry Crayola outlines strategy to double its UK business over next three years Crayola, a leader in colourful creative expression, has announced that it’s increasing its commitment in the UK and Irish markets with the goal of doubling its business over the next three years and acting as a key growth engine for the European region. The more than 120-year-old brand seeks to re-connect with British and Irish consumers and retailers through a direct distribution strategy, alongside investment in infrastructure, product innovation, and creative content. Crayola’s plan will empower parents and educators in the UK and Ireland to nurture creativity in children, ensuring they get the benefit of developing essential life skills. Creativity has been demonstrated to support the development of core life skills, predict career success, enhance educational outcomes, and contribute to overall wellbeing and fulfilment. In fact, the UK government recently unveiled plans to reform the national curriculum, implementing changes that affirm creativity as an important part of UK education. The revitalised curriculum recognises the value the arts bring in broadening skills for a competitive job market, in line with Crayola’s belief in the benefits of creativity for children. Pete Ruggiero, CEO of Crayola, comments: “We believe that every child in the UK and Ireland should have the chance to create, explore, and imagine without limits. Our 2026 roadmap backs that belief with real investment – tools, resources, and programmes that enable creative moments and allow children to reach their potential.” For further info, visit the website: www.crayola.com PYRAMID INTERNATIONAL ANNOUNCES NEW LICENCE PARTNERSHIPS FOR 2026 Pyramid International is heading into 2026 with an exciting wave of new licence partnerships that will unlock fresh opportunities across gifting, stationery, accessories and beyond. With more than 30 years of experience in officially licensed merchandise, the company continues to evolve its ranges to match what fans are buying now, and what retailers need next. K-Pop Demon Hunters joins the portfolio at a time when K-Pop driven merchandise is building serious momentum across global markets. With a highly engaged fanbase and bold, character-led appeal, it brings a strong new energy to licensed gifting and everyday formats. Spongebob Squarepants, one of the most instantly recognisable characters in pop culture, offering broad audience reach and strong cross-category potential is also joining the fold. Alongside this, Toy Story arrives with timeless appeal that continues to resonate across generations, while Shrek brings a fan-favourite attitude and a distinctive personality that translates perfectly into fun, giftable ranges. These new partnerships sit confidently alongside the company’s evergreen giants including Lilo & Stitch, Harry Potter, Minecraft, Cinnamoroll, My Melody, Dragon Ball Z, One Piece and Stranger Things, ensuring retailers can build a licensed offering that balances dependable bestsellers with exciting newness. With in-house design expertise, global distribution and ranges shaped by innovation-first development, Pyramid International is ready to support retailers with licensed products that drive attention, conversion and repeat purchase throughout 2026. Visit: www.pyramidinternational.com
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