Why Is Crayola Crayons Getting into Flower Biz?

By Jill Brooke

Crayola Crayons has announced the launch of an online flower shop, with a portion of the proceeds dedicated to supporting charitable causes.

Given that colors like Caribbean green and cerise are popular crayon shades, it’s fortunate these vibrant hues are also found in nature.

This initiative certainly sounds altruistic. However, it’s important to remember that Crayola is owned by Hallmark, the well-known greeting card company, which—similar to 1-800-Flowers—is aiming to broaden its brand presence and increase profits. Unsurprisingly, greeting cards and flowers make a perfect pairing, much like strawberries and cream.

Moreover, companies such as Rosaprima and Alexandra Farms often match their rose varieties to paint colors from Pantone or Sherwin-Williams paint chips, emphasizing the value of connections.

Crayola Flowers is partnering with Mrs. Blooms, a flower importer and distributor that also actively supports nonprofits and specializes in fundraising.

“Our collaboration with Mrs. Bloom’s not only broadens our brand into the floral industry but, more importantly, advances our mission by supporting nonprofits and consumers who share our passion to make the world a better, brighter place,” states Warren Sc،rr Crayola Senior Vice President of Business Development, Global Licensing & Experiences.

“We’re not just delivering beautiful, fresh bouquets; we’re also raising awareness about organizations whose work likely benefits someone close to you, reinforcing the notion that kindness can flourish through even the simplest acts,” says Ari Shapiro, partner and marketing director of Mrs. Bloom’s.

A unique aspect of this venture is that its marketing encourages cause-driven consumers to unite like a bouquet of flowers and access a Crayola system that builds an online flower shop. Naturally, this generates traffic—and sales—that return directly to Crayola. Nonprofits can create personalized online storefronts for supporters to purchase flowers, with at least 10% of proceeds benefiting charity.

“Social media, automated emails, your very own flower webshop—we’ve simplified sharing and promoting your fundraiser,” the company proclaims.

If you represent a nonprofit – create a custom webshop to fundraise for your organization.

If you are a company – fundraise for your foundation or preferred charity.

If you are a consumer – purchase flowers and support a cause that matters to you.

Customers can buy bouquets priced between $49 and $150. This is yet another sign of how flowers and floral gifting are becoming increasingly embedded in our culture with numerous online flower shops available. As flower enthusiasts know, flowers convey a wealth of emotions beyond words, offering comfort and brightening anyone’s day. Now the Crayola crayon floral drawings we created as children can blossom into Crayola Flowers.

At Grand Central Terminal in New York, the company will feature a vibrant sea of flowers as part of today’s marketing for the new store.

Jill Brooke is a former CNN correspondent, Post columnist, and editor-in-chief of Avenue and Travel Savvy magazines. She is an author, editorial director of FPD, and a contributor to Florists Review magazine.