Crayola has announced a set of new crayons that will represent 40 different skin tones.
‘Colors of the World’ is said to ‘authentically reflect the full spectrum of human complexions’, with brand bosses saying ‘every child should be able to creatively and accurately colour themselves into the world they see around them’.
The 24-pack offers a wide range of ‘light to deep shades’ for children to choose from, as well as undertones like ‘rose’, ‘almond’ and ‘golden’.
A 32-pack has also been created to include eight shades for eyes and hair, with both products hitting shelves in July and being sold exclusively at Walmart.
CEO Rich Wuerthele has said: ‘With the world growing more diverse than ever before, Crayola hopes our new Colors of the World crayons will increase representation and foster a greater sense of belonging and acceptance.
‘We want the new Colors of the World crayons to advance inclusion within creativity and impact how kids express themselves.’
The company enlisted a skin tone expert for the eight-month-long project, working with MAC Chief Chemist and Cover FX co-founder Victor Casale.
Victor said he was ‘thrilled’ to be involved as he knew what it was like to not feel ‘recognised’.
He said: ‘I have spent my life trying to create truly global shade palettes because I know what it’s like to be with a person who has finally found their exact match.
‘They feel included and recognised, and I am hoping every child who uses these crayons and finds their shade will have that feeling.
‘Growing up, I remember mixing the pink and dark brown crayons to try and make my shade, so I was thrilled when Crayola asked for my help to create the Colors of the World crayons.’
Mimi Dixon, Manager Brand Equity and Activation at Crayola added: ‘What intrigued Crayola about Victor was not only his extensive experience in creating shades that capture the natural beauty of every skin tone, but his abiding passion and commitment nurturing inclusion and representation.
‘His expertise, candor and guidance throughout the development process was invaluable and brings an enhanced level of credibility and authenticity to the Colors of the World product.’
The new product was revealed on Thursday in order to coincide with the United Nations’ World Day for Cultural Diversity for Dialogue and Development.
Those who can’t wait until July can pre-order on the Walmart website.
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