Dandelion, Magic Mint, Red Orange, Violet Blue, Lemon Yellow, Blizzard Blue, Mulberry, and Raw Umber are part of the limited-edition collection.Photo: Courtesy of Crayola
On March 21, aka International Colour Day, Crayola hosted "The Most Colourful Reunion Ever” in NYC’s Union Square. The free public event allowed visitors to experience eight themed, interactive spaces, each hosted by one of the retired crayon characters—Dandelion, Magic Mint, Red Orange, Violet Blue, Lemon Yellow, Blizzard Blue, Mulberry, and Raw Umber.
Rooted in consumer insights, the campaign was in part driven by cultural demand, especially for Dandelion. You'll find listings on eBay for crayon packs featuring the color, threads on Reddit where fans share memories, and petitions to bring Dandelion back.
So, Crayola answered the call.
“Over the years, we've received countless requests from fans asking us to bring back their favorite retired colors. These colors hold a special place in people's hearts and memories,” explained Crayola's chief marketing officer, Victoria Lozano, who took on the role earlier this year.
“International Colour Day presented the perfect opportunity to reunite these beloved characters with their fans while celebrating creativity and cultural exploration. We've always known that people form personal connections with their favorite colors. The idea of bringing these colors to life as characters was a natural extension of how our fans already relate to them,” she added.
Each character was also assigned a different global region, which Lozano said “allows us to celebrate how color connects people across cultures while creating distinct personalities for each character. It aligns perfectly with our message that color is a universal language that unites us all.”
Dandelion represented North America; Magic Mint, Africa; Red Orange, Oceania; Violet Blue, South America; Lemon Yellow, North America; Blizzard Blue, Antarctica; Mulberry, Asia; and Raw Umber, Europe.
Visitors received passports to collect stamps from each character station, encouraging exploration of the various activities, such as face painting in a safari-inspired experience tied to Magic Mint or dancing on a lighted floor at the Lemon Yellow experience.
(Apparently, the activities at the pop-up related to the creative passions the characters had been exploring while in retirement.)
As seen with other brands, consumers respond well to throwback moments, especially in experiential marketing. “Nostalgia is powerful because it evokes positive memories and emotions, just like color does,” Lozano said.
“Nostalgia creates a connection between the brand and consumers by reminding them of happy moments from their past. This emotional bond can increase brand loyalty, encourage repeat purchases, and enhance excitement towards activations like limited-edition.”
Additionally, as part of the yearlong celebration, Crayola celebrated National Dandelion Day on April 4, and will invite fans to meet the limited-edition crayon characters at Crayola Experience attractions in Pennsylvania, Florida, Arizona, Texas, and Minnesota, and will partner with brands such as Lee, Caboodles, and S’well to create products inspired by the crayon collection.
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