In 2025, Crayola brought eight retired colors back to life for the first time ever. So we gave them lives worth celebrating. With new names, personalities and stories about their adventures in retirement, we turned their comeback into the most colorful reunion ever.
I wrote all eight characters' backstories, giving each a unique personality and a whole life outside the crayon box. Crayola loved them so much, they made the stories official brand lore. Pinch me.
The character backstories served as the foundation for our Union Square pop-up, where thousands of guests took a trip around the world, playing, dancing, and creating inside spaces inspired by each color.
Recap Video
A slew of fun social content created FOMO, but in a good way.
Heroes
Cookies
Lava
Popular
Color Check
Social Recap
Map
Makeup
I wasn’t kidding when I said the stories became Crayola canon. They turned them into a coloring book. An actual Crayola coloring book. Pinch me again.
