Crayola
From kids to kidults: more and more creative moments
Creativity, innovation, and new forms of expression for all ages: this is the common thread guiding Crayola’s presence at Toys & Baby Milano 2026, where the brand is showcasing a wide range of new products spanning from the preschool world to the growing kidult segment. Among the key projects is the continued evolution of Color Wonder, the “mess-free” line designed for younger children, which in 2026 is expanding with new formats and licenses.
Color Wonder is one of the most beloved lines among families because it allows children to express their creativity without worrying about stains, explains Marisa De Zorzi, Marketing Manager at Crayola. For 2026, we have expanded the range with new proposals and highly anticipated licenses, including Toy Story, along with additional creative solutions that we will launch in the second half of the year.
In the world of coloring, World’s Favorite Color also makes its debut—an exclusive line developed from the results of an international survey conducted last year, which collected and analyzed people’s favorite shades worldwide. The project will be presented with a themed display designed to highlight color as a universal language. Among the new products designed for impulse purchases are the new Globbles—soft, super-sticky stress balls that leave no residue and do not make a mess—available in packs of 3 in assorted classic and neon colors, as well as in a 6-pack. They can be thrown, squeezed, or manipulated to promote concentration or simply provide a fun moment, and will be showcased in a visually impactful floor display. Great attention will also be given to the adult segment with the new Crayola All GrownUp line, designed for the world of adult coloring. The range will include dual-tip alcohol-based markers, ideal for both coloring and lettering or advanced creative activities, accompanied by cozy-style coloring books.
More and more people are turning to creativity as a moment of relaxation and personal expression, says De Zorzi. With All GrownUp, we have developed tools designed for a young-adult audience that values well-being, personal comfort, and creative experiences that foster an authentic connection with the real world.
At Toys & Baby Milano, the company will also present Story Creator – The Talking Drawing Board, a new coloring concept designed to stimulate creativity and storytelling through a dynamic play experience.
Within the Washimals universe—the line of pets to color, wash, and recolor, designed for children aged 3 and up—an important new addition is arriving: a new airbrush shaped like Arlo the artist elephant, introducing a completely new way to create. The markers turn into color sprays, allowing children to decorate the pets with vibrant, bright, and highly creative effects. In the second half of the year, the line will also undergo a rebranding activity: Washimals will change its name to Scribble Scrubbie, while maintaining the same creative and playful spirit that has always defined it.
Among the company’s goals for 2026 is also the consolidation of its educational and creative initiatives, such as Crayola Creativity Week, a free global online event dedicated to children’s creativity, which in its latest edition recorded over 9,000 registrations in Italy alone among teachers, educators, and parents.
Our goal is to continue strengthening Crayola’s presence in the creative and educational segments, to grow in the kidult world, and to invest in research and innovation,” concludes De Zorzi. We want to offer increasingly rich experiences that combine fun and learning, creating more and more creative moments.
