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Crayola underlines location-based entertainment plans with new hire

As it looks to further grow its location-based entertainment business, Crayola has welcomed a new vp to oversee the category.

Andy Pence (pictured) has joined the company as vp of Crayola Experience and location-based entertainment from Hallmark. He will be responsible for overseeing the operations of existing Crayola Experience family entertainment centres, expanding the successful family attraction platform through licensing partnerships, and directing the development of additional location-based entertainment licensed programmes.

He will report to Warren Schorr, svp business development, global licensing and experiences.

“Location-based entertainment is a critical pillar from which Crayola continues to innovate and evolve new ways to interact and engage with consumers,” commented Warren. ”Andy’s addition to the Crayola team in this new role will help us scale location-based entertainment across Crayola Experience and a portfolio of other concepts as we continue to build a deeper consumer relationship with the Crayola brand.”

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