The new pack of specially formulated crayons will represent more than 40 global skin tones.
The new pack of specially formulated crayons will represent more than 40 global skin tones.
Crayola is launching a box of crayons with different skin tones for children to “accurately color themselves into the world.” Colors of the World crayons includes 24 new crayons designed to mirror and represent over 40 different skin tones.
“With the world growing more diverse than ever before, Crayola hopes our new Colors of the World crayons will increase representation and foster a greater sense of belonging and acceptance,” says Crayola CEO Rich Wuerthele. “We want the new Colors of the World crayons to advance inclusion within creativity and impact how kids express themselves.”
To develop the new palette, Crayola worked for nearly a year with Victor Casale, a beauty executive with more than 30 years of experience creating foundation colors for global skin tones. Currently the CEO of MOB Beauty, Casale previously was the chief chemist and managing director of research and development at MAC cosmetics and co-founder and chief innovation officer for Cover FX.
“Growing up, I remember mixing the pink and dark brown crayons to try and make my shade, so I was thrilled when Crayola asked for my help to create the Colors of the World crayons,” Casale says. “I have spent my life trying to create truly global shade palettes because I know what it’s like to be with a person who has finally found their exact match.”
The crayons will be wrapped in a gradient skin tone label with the color name in English, Spanish and French, as well as a realistic color name, such as Light Golden, Deep Almond and Medium Deep Rose.
“What intrigued Crayola about Victor was not only his extensive experience in creating shades that capture the natural beauty of every skin tone, but his abiding passion and commitment nurturing inclusion and representation,” says Mimi Dixon, manager of brand equity and activation at Crayola. “His expertise, candor and guidance throughout the development process was invaluable and brings an enhanced level of credibility and authenticity to the Colors of the World product.”
The 32-count crayon pack, sold exclusively at Walmart and comprised of the 24 new colors plus four hair and four eye color, is now available for pre-order. For the 24-count crayon pack, consumers can submit their email to be alerted on product availability.
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