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VIVID IMAGINATIONS: Crayola rights expanded - ToyNews

VIVID IMAGINATIONS: Crayola rights expanded

Vivid takes on distribution of Crayola products through Europe, Middle East and Africa.
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VIvid will begin selling and shipping immediately to its new territories, after acquiring the Paris-based Nomad Company, which originally held the distribution rights.

The deal excludes Italy, where Crayola will still maintain a subsidiary operation.

Vivid’s new subsidiary, Vivid Europe, will continue to be based in Paris and headed by current MD, Eric David.

"We are very excited to be partnering in Europe, Middle East and Africa with Crayola," said Vivid Group CEO Nick Austin.

"The brand is trusted and loved by parents and children in all markets. With Eric David's excellent team and Crayola's superb product lines we believe we can double sales within the next five years."

Vivid has grown sales by 40 per cent in the UK and Ireland since it acquired Crayola distribution rights three years ago.

"We would like to thank retailers and distributors in Continental Europe for their patience and understanding over the past few months and also reassure them that we will drive strong growth through the Crayola brand." Austin added.

"Vivid has done a great job bringing the Crayola brand to retailers and consumers across the UK and Ireland," said Chuck Linden, managing director, international for Crayola.

"We look forward to working with them in their expanded role and we are confident that they are the right team, working in conjunction with local retailers and local distribution partners, to continue the growth and expansion of Crayola's innovative product lines throughout Europe, the Middle East and Africa."

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