A creative collaboration!
This was a creative collaboration and purposeful partnership which aimed to make a tangible difference to lives of children.
It was a simple and effective execution with Crayola to support the NSPCC in its mission to be there for every child needing support with their mental health.
Using insights provided by the NSPCC around how colouring helps ease worries and anxiety in children, we developed Crayola Cosmic Creations and Fantastic Fantasy Activity Tubes.
The activity tubes launched in Lidl stores nationwide and were designed to give children a creative outlet for their emotions using colouring pencils, colouring rolls, foil art posters and stickers, all with vibrant designs.
The products were on sale from October 2024 and £1 per item sold was donated to Childline, a joint donation between Lidl GB, Crayola and Hunter Price International.
The mini campaign gained mass regional media coverage, social media content shared across the NSPCC, Lidl and Hunter Price’s social channels – which expanded the potential reach to hundreds of thousands.
Lidl also promoted the products on it’s digital and in-store magazine. All contributing to a really high sell-through rate.
NSPCC confirmed that this collaboration helped Childline answer over 4,000 contacts to the charity.
A truly integrated collaboration between a licensee, brand owner, retailer and charity, to help make a difference with creative consumer products.
This product was also nominated in the 2025 Stationery Awards for Best Children’s Stationery Product of the Year.
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