Crayola Colour Proliferation Timeline

13Sep10

Crayola went through an explosion of product colour development in the 1990’s. While part of me would like to think this is all about the Long Tail, it really just seems to be about extending the existing product line until there’s no additional profit generated.

If it wanted to innovate, the brand might have extended into completely new creative spaces, rather than gradually doubling the range. But if Crayola really wanted to gain leadership and distinction through its colour range, why didn’t it introduce a colour matching service? Pantone crayon colours anyone?

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