EASTON, Pa. — In an age when people are questioning the reality of just about anything you can see, Easton’s cherished hallmark Crayola has been chosen one of the most “authentic” brands in America.
Crayola scored second place for the most authentic brand in the country by Los Angeles-based Breakthrough Research.
The legendary crayon maker was narrowly edged out for the top spot by LEGO, another brand synonymous with just about everyone’s childhood.
With Crayola's headquarters on Church Lane and the Crayola Experience situated in Center Square, it's a big win for Easton.
"Crayola provides a variety of shades for kids to color the world they see and to express themselves creatively, so they can been seen and heard."Crayola Communications Manager Karen Kelly
Crayola Communications Manager Karen Kelly — her favorite color is midnight blue, by the way — said the brand was proud of the role it plays in consumers’ lives “by helping parents and teachers raise creatively alive kids so they can grow up to be inspired by adults.”
And after 120 years of making those quintessential crayons and other artistic tools — the first box of Crayola crayons rolled off the assembly line in 1903, following the creation of the company in the wake of cousins Edwin Binney and C. Harold Smith taking over Edwin's father's pigment business in 1885 — they aren’t stopping anytime soon, Kelly said.
“We will continue to focus on bringing that mission to life in a way that is true to our values and meaningful to our consumers,” said Kelly, who also is Crayola's manager of diversity equity and inclusion and community engagement.
Kelly said the brand produces “more than 150 crayon colors, in addition to markers, colored pencils and more."
"Crayola provides a variety of shades for kids to color the world they see and to express themselves creatively, so they can been seen and heard,” she said.
Genuinely colorful
So why is “authentic” the key element?
As it turns out, it’s Merriam Webster’s word of the year, a term that has become oh-so important in a climate of artificiality.
Definitions for “authentic” include “no false or imitation, real, actual,” “true to one’s own personality, spirit, or character” and “made or done the same way as the original,” among others.
“And with the rise of artificial intelligence — and its impact on deepfake videos, actors’ contracts, academic honesty, and a vast number of other topics — the line between “real” and “fake” has become increasingly blurred,” an article from the dictionary’s website reads.
“Authentic brands have also been shown to grow faster and build larger and stronger communities, and consumers tend to feel authentic brands have higher-quality products. In an age of misinformation, authenticity can potentially ameliorate the effects of a brand scandal.”Breakthrough Research release
Dan Braker, president of Breakthrough Research, said the importance of brand authenticity "is well-established in academic research."
“Being authentic drives positive first impressions and long-lasting connections," Braker said. "People crave real connection, and the sense that what we are seeing is what we are getting.”
According to a release from Breakthrough Research citing the 2023 Brand Authenticity Report, the “most authentic” brands saw better financial performances based on stock market results when compared to brands seen as less authentic.
“Authentic brands have also been shown to grow faster and build larger and stronger communities, and consumers tend to feel authentic brands have higher-quality products," the Breakthrough Research release states.
"In an age of misinformation, authenticity can potentially ameliorate the effects of a brand scandal.”
The box, the scent and more
It would appear Crayola is a prime candidate for “true to one’s own personality, spirit, or character,” being its crayons have been a pivotal part of the childhood experience for generations on end.
Kelly said the king of the crayon world has been making “genuine, memorable connections” with children, parents and just about everyone else for more than a century because the meaningful connection of an artistic tool can “evoke strong, joyful feelings.”
Those crayons may seem like a simple children’s toy, but they foster a sense of imagination, self-expression and creativity in blossoming minds which can continue for years, Kelly said.
“At Crayola we believe that creativity is an essential skill, one that can be taught, should be nurtured, and must be experienced," Kelly said.
"That’s what Crayola Experience destinations are all about. They embody the Crayola mission by immersing kids and families in colorful, creative play.
"More importantly, Crayola helps kids — and adults — see beyond simply what is, to what can be, and that’s powerful."
Who could possibly forget cracking open their first box of 64 crayons, or the new 24-pack on the first day of school?
Or coloring — inside or outside the lines — their favorite characters and scenes in their favorite coloring book?
“The distinctive scent of Crayola crayons evokes happy memories for so many people. It is the No. 18 most recognizable smell among Americans."Crayola Communications Manager Karen Kelly
“The distinctive scent of Crayola crayons evokes happy memories for so many people," Kelly said. "It is the No. 18 most recognizable smell among Americans.
"The brand is sold in 149 countries and is loved by families around the world because we are the brand that helps children create their first marks, express their feelings, and color the world they see or imagine.
"Crayola helps families connect with each other through art and creative play to help them live more joyful lives."
As for Easton’s Crayola Experience, the location is a perfect representation of that notion: it’s an absolute artistic playground for kids and kids-at-heart.
According to its website, families spend about three to four hours on average exploring their 27 hands-on attractions.
It doesn’t hurt that kids can make and name their very own crayon at the Crayola Experience, a spectacle that connects the little ones with that creative tool they love so much.
Impact on young minds
Even though the crayon manufacturer is something of a global staple in the art community, it still maintains a strong connection to the Lehigh Valley, as Crayola recently paired up with United Way to contribute $100,000 to local nonprofits.
“Crayola is an integral part of the community,” Easton Mayor Sal Panto Jr. said.
He said its partnerships with local schools and the traffic that Crayola Experience brings to the city are just two small examples of the business’s importance.
"Crayola is the brand that inspires creativity at home and in the classroom. Crayola believes that creativity fills the world with more curiosity, imagination, and joy."Crayola Communications Manager Karen Kelly
But the foremost element of Crayola is the impact it has on young minds, Panto said.
“They teach kids to be creative and imaginative, and that’s really important,” Panto said.
“The cognitive side of the brain is very important, but the affective side is also important; the side that’s creative, and they certainly teach kids to be creative and to color outside the lines.”
Kelly agreed.
“Our mission of helping parents and educators raise creatively alive kids is evident in all of the products we manufacture, digital content we produce, and experiences we offer," she said.
"Crayola is the brand that inspires creativity at home and in the classroom. Crayola believes that creativity fills the world with more curiosity, imagination, and joy."
