Crayola Crayons, renowned for its vibrant crayon colors, has unveiled plans to venture into the world of online flower retail, with a commitment to allocate a portion of its profits to charitable causes. This exciting initiative, by the creators of iconic crayon hues like Caribbean green and cerise, promises to deliver a colorful fusion of artistry and nature.
While the move is undoubtedly driven by altruistic intentions, it is essential to note that Crayola falls under the ownership umbrella of Hallmark, a prominent greeting card company. Like its counterpart, 1-800-Flowers, Crayola aims to expand its brand presence and financial reach. The synergy between greeting cards and flowers is undeniable, akin to the delightful pairing of strawberries and cream.
In an intriguing twist, companies such as Rosaprima and Alexandra Farms have often drawn connections between their roses and paint chips from industry giants like Pantone or Sherwin-Williams. This trend underscores the powerful impact of visual connections in marketing.
Crayola Flowers has joined forces with Mrs. Blooms, a reputable importer and distributor of flowers, to bring its floral aspirations to life. Notably, Mrs. Blooms shares a commitment to nonprofit support and is deeply rooted in the realm of fundraising.
Warren Schorr, Crayola’s Senior Vice President of Business Development, Global Licensing & Experiences, underscores the significance of this collaboration. He highlights that beyond expanding Crayola’s presence in the floral industry, the partnership aligns with the brand’s mission to support nonprofits and individuals who share their dedication to creating a brighter world.
Ari Shapiro, Partner and Marketing Director of Mrs. Bloom’s, emphasizes the dual impact of this endeavor. While offering exquisite and fresh bouquets, the initiative serves as an educational platform, shedding light on organizations that make a positive difference in the lives of loved ones. The overarching message is that even the simplest gestures can foster kindness and goodwill.
What sets this venture apart is its approach to marketing, which empowers individuals passionate about causes to mobilize like a vibrant bouquet of flowers. The Crayola system facilitates the creation of online flower shops, effectively redirecting traffic and engagement back to the Crayola brand. Nonprofits are provided with the opportunity to establish online storefronts, allowing supporters to purchase flowers, with a generous portion—10% or more—earmarked for charitable contributions.
Crayola’s foray into the floral market not only promises to infuse color into the world of blooms but also exemplifies a creative and socially conscious approach to business that extends the impact of every petal.