Crayola plans big splash in China

Children play and create their arts with Crayola's products at China Children's Center. [Photo/chinadaily.com.cn]

The children's art supplies provider Crayola said it will expand its presence in China to meet the rising demand for children's art products in the country.

Crayola, a company in the United States that manufactures art tools, craft activities and creative toys, plans to broaden their distribution in China to reach more Chinese customers, said Kelly Tung, vice-president and general manger of Asia of Crayola.

“We will continue to expand in physical stores or modern trade while also enhance our online presence so we can reach and service more families across the nation,” said Tung.

The company launched a store on T-Mall, a business-to-consumer online retail site, this summer and has started partnering with the site to promote their brand, she said.

“We have already entered Amazon China and are in the process of working with them to create brand value as well,” she said. “Moving forward, we will continue to enhance both our online and offline presences nationwide and expand distribution to channels that can help us better connect and service our potential consumers.”

Tung said the company was late to enter the Chinese market because it took time to understand Chinese parents and children before introducing its products into the market.