Crayola has inked a deal with Shanghai-based theme park designer Max-Matching Entertainments to launch its first international Crayola Experience, one of five branded attractions that will be featured in a Top Park family entertainment center (FEC) complex opening in Beijing in 2026. 

Crayola’s 40,000-square-foot indoor space will offer several different activities for kids and families, including screening rooms with animated videos, color labs and tools to make and name crayons. 

Max-Matching is also managing the launch of a handful of other kids brands into China’s lucrative LBE market. Last month, the company forged a partnership with WildBrain CPLG’s new LBE Division to create branded hotel rooms and entertainment centers for Peanuts, Teletubbies and In the Night Garden over the next five years. And it previously worked with Mattel two years ago to build a pop-up Barbie Sweets Store in Guangzhou. 

China was the second largest market for LBE business worldwide in 2022, according to data from consulting firm McKinsey & Company. China’s theme park market alone generated US$5.47 billion in 2019, and that’s expected to more than double to US$12.3 billion by 2025.