{"id":573599,"date":"2026-08-03T16:34:11","date_gmt":"2026-08-03T16:34:11","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/573599\/"},"modified":"2026-08-03T16:34:11","modified_gmt":"2026-08-03T16:34:11","slug":"crayola-targets-a-new-demo-adults-at-a-camp-themed-launch","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/573599\/","title":{"rendered":"Crayola Targets a New Demo\u2014Adults\u2014at a Camp-Themed Launch"},"content":{"rendered":"

\u2018Camp Crayola\u2019 introduces the brand\u2019s biggest adult-focused lineup in 123 years<\/p>\n

As adults battle burnout and seek creative, screen-free ways to decompress\u2014look no further than the cozy coloring<\/a> and grandma hobbies<\/a> trends\u2014some heritage kids\u2019 brands are rethinking priorities and products<\/a> to meet the moment.<\/p>\n

Among those coloring outside the lines is Crayola, which in June unveiled \u201cAll Grown Up<\/a>,\u201d the biggest adult-focused product line, and shift in brand tone, in its 123-year history. And to mark its entry into the adult creative space, the brand hosted a \u201cCamp Crayola\u201d launch event for grown-ups<\/a> on June 29 in Brooklyn.<\/p>\n

Nearly 2,000 people showed up to Domino Park to embrace their imaginative side and test out Crayola\u2019s new alcohol-based markers, acrylic paint markers and collection of artist-illustrated coloring books with cheeky themes, like \u201cI Feel Old\u201d and the cocktail-inspired \u201cStay Hydrated.\u201d<\/p>\n

\"Camp<\/a><\/p>\n

Across freeform coloring sessions, blending masterclasses, a tote bag customization station and iPads equipped with Crayola\u2019s new adult coloring app, attendees tested out the All Grown Up products in a polished setting built for comfort and connection. Wooden tent structures, canoe installations, botanicals, a campfire vignette and other details drove home the summer camp theme.<\/p>\n

\u201cIt\u2019s a combination of taking what we\u2019ve done really well for 123 years, bringing it to a professional standard for adults, and elevating the content and the experience to a space where it\u2019s authentic and adults can connect with it in an organic way,\u201d says Ben Thomas, cco and evp-marketing at Crayola.<\/p>\n

Visitors were also invited to dance and sing along to old-school jams being spun by DJ Trail Mixx, enjoy a dirty soda from Cool Sips and Jones Soda at The Cool Canteen, lounge on plush furniture and color in The Cozy Cabin, and stop by the cosmic-inspired Constellation Outpost to check out dreamy screen visuals and otherworldly designs from Crayola\u2019s \u201cMercury in Retrograde\u201d adult coloring book.<\/p>\n

\"\"<\/a><\/p>\n

\u201cThere was a lot of energy in the DJ Trail Mixx corner,\u201d says Thomas. \u201cWe had throwback music on, people coloring by the campfire with throwback coloring content, and just reconnecting with a creative side that they haven\u2019t nurtured as much as they would like, or as much as they have had time for.\u201d<\/p>\n

Camp Crayola wasn\u2019t a one-and-done and effort, either. Thomas says the brand is looking into bringing the pop-up experience to other U.S. cities. The company has additionally launched After Dark Nights for adults at its Crayola Experience centers, and plans to integrate All Grown Up products into those events.<\/p>\n

\u201cThis is such a big opportunity for our brand,\u201d Thomas says. \u201cWe\u2019re really excited about enabling and helping adults to reconnect, rediscover their imagination, discover some calm, build their confidence and have a little bit of fun while they\u2019re doing it.\u201d<\/p>\n

Photos: Courtesy of Crayola; @crayola\/Instagram<\/p>\n

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