Crayola has partnered with Sony Pictures Entertainment to run a competition promo in the UK for the studio’s upcoming live-action feature film Harold and the Purple Crayon, which hits theaters in August.

A limited number of specially marked purple crayons will be hidden in 24-color boxes distributed across England, Scotland, Northern Ireland and Wales. Lucky shoppers who find them can claim a wide range of prizes, from Harold merch and Crayola stationery, to Sony electronics and a family trip to New York City to attend the film’s premiere and visit the Crayola Experience on Staten Island. Crayola and Sony will promote both the movie and the purple crayon hunt vigorously in their social media channels. 

Produced by Sony’s Columbia Pictures and Davis Entertainment, Harold and the Purple Crayon extends a story started in American cartoonist Crockett Johnson’s beloved children’s book. In the film, a now-grownup Harold draws himself off the pages of his book, using his trusty magic purple crayon to enter the physical world and learn about real life. 

Since the book’s first edition was published by HarperCollins in 1955, Harold and the Purple Crayon has spawned a seven-minute animated short film (1959), a 13-episode TV series for HBO (2001) and a Broadway musical by the Tiwary Entertainment Group’s TEG Plus division (2022).