Crayola plans on launching 24 crayons meant to represent diverse skin tones.
Crayola introduced “Colors of the World” crayons on UN World Day for Cultural Diversity for Dialogue and Development. The crayons aims to to “mirror and represent over 40 global skin tones across the world,” reported AP News.
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“With the world growing more diverse than ever before, Crayola hopes our new Colors of the World crayons will increase representation and foster a greater sense of belonging and acceptance,” said Crayola CEO Rich Wuerthele. “We want the new Colors of the World crayons to advance inclusion within creativity and impact how kids express themselves.”
The company came up with each crayon’s hue by conducting consumer tests. They also did this by teaming up with cosmetic exec and chemist Victor Casale.
“I have spent my life trying to create truly global shade palettes because I know what it’s like to be with a person who has finally found their exact match,” said Casale. “Growing up, I remember mixing the pink and dark brown crayons to try and make my shade, so I was thrilled when Crayola asked for my help to create the Colors of the World crayons.”
According to Mimi Dixon, who works in Manager Brand Equity and Activation at Crayola, what intrigued the company about Casale was “not only his extensive experience in creating shades that capture the natural beauty of every skin tone but his abiding passion and commitment nurturing inclusion and representation.”
“Colors of the World” will be available in July. An exclusive 32-count version will be available in Walmart.