Crayola is celebrating this yearâ€™s return to school by partnering with the popular childrenâ€™s book and TV property Tom Gates.
Tom Gates is a series of award-winning fiction books written by Liz Pichon, taking the form of an illustrated diary written by the eponymous schoolboy. The series has sold more than 11 million copies worldwide and has been translated into 45 languages. The novels, which are presented in a handwritten font highly relatable for kids, document in hilarious detail Tomâ€™s unique and comic world, telling of his everyday trials and tribulations at home and school. The Brilliant World of Tom Gates is also an award-winning TV series which airs on Sky Kids and NOW.
The collaboration ensures that Crayolaâ€™s comprehensive range of coloured pencils, pens, crayons and bestselling SuperTips makes it on to the all-important back-to-school shopping list and makes the return to the classroom more creative and exciting.
â€œWe were delighted with last yearâ€™s back-to-school social campaign, where we invited schoolchildren to write poems about returning to school”Crayola senior brand manager Jade Childs
Crayola senior brand manager Jade Childs said: â€œWe were delighted with last yearâ€™s back-to-school social campaign, where we invited schoolchildren to write poems about returning to school. The content was so engaging; there were more than 10 million impressions across Facebook, Instagram, and YouTube. As a result, sales increased 40% year on year. The Tom Gates franchise from Liz Pichon is the perfect partner for Crayola. The bestselling books and TV series are full of fun, storytelling, creative doodles, and engaging characters.â€
As part of the promotion, Crayola will conduct a nationwide competition supported by a major digital campaign.
Liz Keynes, commercial director at TG Entertainment, added: â€œWe are delighted to team up with Crayola on this promotion. Liz Pichonâ€™s brilliant Tom Gates books and TV series are crammed with doodles, crafts, fun activities, and great stories, which encourage childrenâ€™s creativity and spark their imagination in so many ways. The synergy between the colourful and immersive world of Tom Gates and the creativity of Crayola products will make this collaboration a huge success!â€