Crayola Explores Animation to Introduce Fun Characters

A first-time project, the animated Crayola characters will feature across the brand’s communications, promotions, and product packaging.

For the first time in its 113-year history, Crayola has introduced a cast of animated characters in conjunction with the holiday season. A display of unique personalities, the festive line-up includes a band of four—Scarlet, Denim Denny, Asparagus Gus, and Goldenrod Rod.

Ranging from confident to sassy to goofy and more, the animated creations are focused on driving consumers to connect with personality traits that are both relatable and fun. Rooted in the brand’s colour equity and heritage, the cast was recently unveiled through a television commercial run in the United States.

The characters will feature across ongoing brand communications, promotions, and product packaging, while set to make appearances on retail displays. The cast serves to also elevate the existing creative experiences synonymous with the brand at select Crayola Experience retail destinations.

The new Crayola Characters are Goldenrod Rod, Denim Denny, Scarlet, and Asparagus Gus.
The new Crayola Characters are Goldenrod Rod, Denim Denny, Scarlet, and Asparagus Gus.

They were created in partnership with McGarry Bowen, the group’s advertising agency of record and animation powerhouse, Aardman Nathan Love (Wallace and Gromit). The above marks the first time the brand has ventured into animation and is a first-time partnership for the marque.

“As a beloved brand to parents and children for over a century, the characters are a new and fresh way to connect with our audiences. The animated characters tap into nostalgia and humour and will appeal to kids of all ages and adults alike,” said Melanie Boulden, SVP, Marketing at Crayola.