Crayola expands adult line and launches limited-edition soda collaboration

Crayola announced its new adult‑focused product line, "All Grown Up," aimed at encouraging creativity and self‑expression among grown‑ups. The range uses black‑and‑white styling and packaging that doubles as display and storage. Executives, including EVP Ben Thomas, said the brand is positioning itself as a lifelong creativity partner and will rely on artists, influencers and creator‑led channels to reach adult consumers while maintaining its U.S. manufacturing base.

In a separate partnership, Crayola teamed with Jones Soda to release a limited‑edition six‑pack that matches soda flavors to iconic crayon colors. Part of Jones Soda’s “Dirty 30” anniversary campaign, the pack includes flavors such as Orange & Cream (Sunset Orange) and a new Fruit Punch (Razzmatazz). Online orders come with crayons and coloring pages, while retail versions include only the bottles. The collaboration is being sold online and in stores during the back‑to‑school season.