Crayola and Sony have announced a competition ahead of the upcoming Harold and the Purple Crayon movie, inviting consumers to discover specially wrapped purple crayons hidden in packs of 24.
Crayola has teamed up with Sony Pictures’ live-action family adventure ahead of the Harold and the Purple Crayon movie, which is set to debut in UK cinemas on 2nd August 2024.
The collaboration will see nationwide activations on Crayola’s retail point of sale announcing a competition to find the specially wrapped purple crayons hidden in packs of the 24-count crayons.
The lucky winner will be flown off on a family holiday to New York City and taken to the Crayola Experience as part of their prize. Runners-up will receive family-friendly Sony electronics, Crayola purple merchandise or bundles of Crayola stationery. The competition will be promoted with a PR campaign along with social and digital content, plus influencer outreach.
“This has been one of the biggest and most exciting Back-to-School campaigns to work on,” said Crayola UK’s Marketing controller Jade Childs. “The movie captures the imagination that Crayola is known for, empowering kids to dream big through the power of creativity. We are working closely with Sony Pictures to build a marketing plan that embodies the magic of the movie and excites and inspires children to be creative.”
“We’re thrilled to collaborate with Crayola on the UK launch of the wonderful Harold & the Purple Crayon,” said Peter Staines, director of Partnerships & Promotions – UK, Sony Pictures Entertainment. “The movie is a true celebration of the power of imagination and creativity, and there’s no better brand than Crayola to help us bring these elements to life.”
Inside of his book, adventurous Harold can make anything come to life simply by drawing it. After he grows up and draws himself off the book’s pages and into the physical world, Harold finds he has a lot to learn about real life and that his trusty purple crayon may set off more hijinks than he thought possible. Harold and the Purple Crayon is the first film adaptation of the beloved children’s classic that has captivated young readers for decades.
Directed by Carlos Saldanha and produced by John Davis, the live-action hybrid family adventure/comedy stars Zachary Levi, Lil Rel Howery, Benjamin Bottani, Jemaine Clement, Tanya Reynolds with Alfred Molina and Zooey Deschanel. The film’s screenplay is written by David Guion & Michael Handelman, based on the book by Crockett Johnson.
