The arts and crafts brand teams with Indian company Luxor, which will manufacture and distribute co-branded products across India
Crayola has entered into a strategic long-term partnership with Luxor Writing Instruments Pvt. Ltd., the leading stationery and writing instrument manufacturer in India.
The collaboration marks a significant milestone for both companies as they join to bring Crayola to millions of Indian families. Through this partnership, Crayola and Luxor aim to share the importance of creativity and self-expression as essential life skills.
Ben Thomas, Crayola Chief Commercial Officer and Executive Vice President of Marketing, said: “We are excited about our partnership with Luxor. Their manufacturing and distribution expertise and knowledge of the market in India aligns well with our growth objectives. Luxor shares our commitment to brand excellence – engaging parents, teachers, and children in imaginative play to create joy.”
Under the agreement, Luxor will manufacture and distribute Crayola products, making them accessible to India’s 436 million children. The products will be co-branded Crayola by Luxor, highlighting the collaborative nature of this partnership and a shared commitment to quality, safety, and creativity.
Pete Ruggiero, Crayola President and Chief Executive Officer, said: India’s education landscape is going through an important transformation. With the National Education Policy 2020, there is a clear shift toward experiential learning and problem-solving. When you combine that shift with the scale of India’s education system, 260 million students across more than 1.5 million schools, the opportunity to nurture creativity becomes incredibly powerful.”
By making artistic tools more accessible, Crayola and Luxor aim to inspire a lifelong love of creativity and help families and teachers see self-expression as a meaningful and valuable part of everyday life. Crayola is celebrating a record year of innovation, with 47 US patents filed over the past 18 months, as the brand continues to reimagine how creativity comes to life.
