Crayola Named Fifty Shades of Grey Official Sponsor
CrayolaÂ®, best known for its world-famous line of childrenâs crayons, has entered into a sponsorshipÂ agreement with producers of theÂ Fifty Shades of Grey movie, based on the 2011 erotic novel by British author E. L. James, according to advertising insiders. Conservative groups and advocates for children are understandably up in arms over the association between a beloved childhood toy brand, and a sexually themed HollywoodÂ filmÂ depictingÂ elements of bondage, discipline, dominance and submission (BDSM). Â Two new crayon colors,Â âChristian Greyâ and âSteele Greyâ â named afterÂ the best-selling novelâs central characters â will be included in the newest boxed set of crayons to be released on Valentineâs Day, coinciding with the filmâs premiere. An adult coloring book â based on the novel and specifically aimed at adultsÂ âÂ will be part of a giftÂ package given to VIPs attending the filmâs official premiere. The âswag bagâ will also include several adult-themed toysÂ and a signed, first edition of the novel. Television and web advertising are also included in theÂ partnership agreement. Although conservative groups have asked for the recall of the new crayon colors and an outright ban on the adult coloring book, few protesting individuals are eager to admit that they have read the novel themselves, fearing negative reactions from employersÂ and colleagues. âOur hands are tiedâ, said National Childrenâs Foundation President Louise Tedrow. âWe encourage children to read and to explore their creativity, but of course we suggestÂ age-appropriate, approved material and family themes. It is misguidedÂ to say the least, for this perverse adult work to be so closely associated with children innocently rubbing their crayons into a book.â Many feel that CrayolaÂ® has âgone outside the linesâ for the sake of profit, but advertisingÂ experts see the tie-in as a bold advance in crossover targeted marketing. âThousands, perhaps millions more people haveÂ become aware of the upcoming film as a result of this collaboration,â says media analyst Vance Packard. âI think thatâs the point, and the fact that weâre discussing it now proves the effectiveness of the campaign.â Fifty Shades of Grey, the first novel in the E. L. James trilogy, has sold more than 100 million copies worldwide, with profits from the filmÂ expected to shatter box office records. Branded merchandise will also generate millions of dollars, although one lawsuit has already been filed against a Fifty Shades branded product â a lubricant. âNo oneâs going to sue over a crayon,â saidÂ Packard. âThis deal wasÂ a smart move for everyone involved.â