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  • Cecile Corral

Crayola to put name on bedding

Crayola crayons and art products manufacturer Binney & Smith, recently partnered with corporate licensing agency Nancy Bailey & Associates to license Crayola-branded children's bedding and accessories — among other products like personal care goods and food products — to retail stores nationwide.

The Crayola brand was established in 1903 by Binney & Smith, today a wholly owned subsidiary of Hallmark Cards, Inc. of Kansas City, Mo.

The partnership marks Crayola's first entry into home textiles.

With Coral Gables, FL-based Nancy Bailey & Associates, Binney & Smith will expand the Crayola brand name into more home products children use daily, from soap, shampoo and bandages to baking kits and breakfast foods to bedding collections and coordinating bedroom accessories.

Nancy Bailey & Associates has already begun its search for a supplier partner for the new product lines.

"We are looking for a partner who understands brands and can create a fully-coordinated program," Nell Roney, executive vp, Nancy Bailey & Associates, told HTT. "Crayola is a very classic and colorful brand that is full of creative possibilities to decorate the kids' rooms. It has great mom appeal and a lot of nostalgia for her. As opposed to some character-driven properties. Crayola is a comfort brand."

The Crayola licensing program currently has more than 25 licensees extending into nine categories of consumer products. This year, Binney & Smith reported $100 million in domestic sales of licensed products.

"We are so pleased and excited about our relationship with Nancy Bailey & Associates. They have great talent in their organization and experience in these categories," said Diane Adams, vp, Binney & Smith. "We anticipate that the strength of the Crayola brand coupled with the expertise of Nancy Bailey & Associates will prove to be very successful."

Nancy Bailey & Associates' goal is to roll-out product in 2002, said Frances Alvarez, account executive.

"The idea is to establish new outlets for creative expression for consumers by bringing Crayola's creativity, color and fun into these products," Alvarez added.

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