With their new “Colors of The World” crayon pack, Crayola is making sure people of all races feel included.
Crayola designed the specific colors to mirror and represent over 40 global skin tones across the world.
Crayola CEO, Rich Wuerthele said: “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.” He continued: “We want the new Colors of the World crayons to advance inclusion within creativity and impact how kids express themselves.”
They apparently created very rigorous consumer testing to come up with their new inclusive colors. The company also partnered with Victor Casale, who was formerly the Chief Chemist and Managing Director, R&D of MAC cosmetics and Cofounder and Chief Innovation Officer of Cover FX and currently CEO of MOB Beauty.
The entire process took over 8 months to get the most accurate reflection of all skin tones. Casale has this to say about the collaboration: “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. They feel included and recognized, and I am hoping every child who uses these crayons and finds their shade will have that feeling.”
He also added: “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.”