Crayola makes the U.S. direct retail market more colorful

In an effort to generate a new revenue stream to bolster annual sales of US$500 million, Easton, Pennsylvania's Binney & Smith has launched a direct retail company for flagship kids brand Crayola. Big Yellow Box by Crayola marks the company's first foray into the growing direct sales channel, which, according to the U.S. Direct Selling Association, rang up sales of US$29 billion in 2003 (nearly doubling 1993's US$15 billion). Of that US$29 billion, sales of leisure/educational products including books, toys and home videos accounted for US$2.34 billion (7.9%).
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August 1, 2004

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