Crayon maker Binney & Smith Canada becomes Crayola Canada


    Change reflects power of brand and company's innovative direction

    LINDSAY, ON, April 26 /CNW/ - Binney & Smith Canada, long known as the
maker of Crayola crayons and markers, celebrated its changeover to Crayola
Canada with a sign unveiling ceremony attended by employees, retirees and
dignitaries at its Lindsay, Ontario headquarters. The name change reflects the
company's No. 1 brand and its fast-forward, innovative direction.
    "This new organizational and name change fully leverages and showcases
the company's No. 1 asset - the Crayola brand, sold by Binney & Smith since
1903," said President & CEO Mark Schwab of the parent company, now known as
Crayola LLC. "The Crayola name has 99% recognition among North American
consumer households, is sold in more than 80 different countries and
represents innovation, fun, kids and quality."
    Schwab said the changeover will be virtually transparent and not affect
the way consumers, retailers or vendors transact with Crayola, nor will it
diminish the importance of the company's great heritage or its founders,
Edwin Binney & C. Harold Smith. "This company is steeped in its heritage and
will continue to recognize and honour the important role our founders and
Alice Binney - who coined the word 'Crayola' - have played."

    Crayola LLC, a privately held company headquartered in Easton,
Pennsylvania, is owned by Hallmark Cards Incorporated. Crayola, with more than
1,100 employees, has major sales offices in Canada, the United States,
Australia and Mexico. The company operates distributorships in Europe, Asia,
the Middle East and other parts of the world.




For further information: Carol McDonald, (905) 875-1795,
mail@mcmarketing.ca