Partnership:

Crayola Experience and Kubota

Description:

Crayola and Kubota Tractor Corporation partnered to inspire the next generation of business owners, builders, farmers, do-it-yourselfers, and leaders by highlighting the unique and creative role that machines play in building and shaping communities.

Kids across the country were encouraged to dream big through a myriad of national partnership activities, including experiencing an immersive, interactive event touring Crayola’s hands-on family attractions; a special edition Kubota Coloring & Activity Book; classroom activities and educational content; and at-home crafts.

The brands transformed Crayola Experience family attractions into “Kubota Machine Adventures” in a five-market national takeover tour beginning in May. 

The Kubota Machine Adventures takeover toured throughout 2022, making stops at Crayola Experience’s five locations in Orlando, Fla. (May 17-June 18); Mall of America/Bloomington, Minn. (June 30 -July 21), Easton, Pa. (Aug. 2-Sept. 12); Plano, Texas (Sept. 27-Oct. 31); and Chandler, Ariz. (Nov. 15-Dec. 31).

Kubota and Crayola also created the Kubota Coloring & Activity Book. The 48-page book was available for purchase at participating dealers within Kubota’s network of more than 1,100 dealerships across the U.S. and at The Crayola Store inside Crayola Experience locations.

Kids were also able to interact with Kubota in colorful and creative ways at home through online experiences at CrayolaExperience.com/Kubota with free, downloadable Kubota-themed crafting activities and information about the takeover events, and at Crayola.com with free, downloadable coloring pages. 

Also, young artists could get creative and enter the second-annual Kubota Country Kids Coloring Contest for a chance to showcase their artwork and win a $200 Kubota merchandise gift card. 

Hundreds of kids and kids at heart pulled up to the starting line today for the opening of the new Crayola Experience Orlando takeover experience—Kubota Raceway Makeover. 

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MAY 2023

To kick off the summer season, the colorful family destination and the Kubota Tractor Corporation have once again collaborated for an immersive, hands-on adventure. Inspired by Kubota’s iconic orange equipment and its NASCAR partners, the limited-time, auto racing-themed takeover of Crayola Experience Orlando at The Florida Mall shows kids how imagination, creativity, and teamwork can make a difference in their community. 

A full-size Kubota tractor, RTV, and mower, as well as kid-size, Kubota-branded race car and race truck have helped to transform the family attraction to put kids in the driver’s seat of dozens of interactive activities as they bring to life the colorful community of Crayonville and ready the fictional town for its new raceway.

May 25 through June 18, kids could: 

• participate in a pit crew tire change challenge
• get behind the wheel of a virtual Kubota tractor in a simulator game
• race Kubota toy cars customized with Crayola accessories
• climb into REAL Kubota equipment
• record their own racing broadcast at the Channel 64 Newscast
• take photos with kid-sized Kubota-branded race cars and trucks, and more. 

This kid-powered experience is included in the price of admission. For more information, visit CrayolaExperience.com/Kubota.

A special opening day, outdoor event featured pit crew demonstrations by Kubota’s NASCAR partner Trackhouse Racing and a Kubota-branded race car. Kids also tested their speed with a pit stop simulated tire changing challenge, transported tires around a track on kid-sized Kubota tractors, fueled up at gas depot sandboxes, and colored on a Kubota tractor and 5-ft tall racing-themed coloring pages.

Kubota Raceway Makeover also will visit the Crayola Experience locations in Pennsylvania, Texas, and Arizona during its national tour this year. Besides the takeover events, the partnership includes at-home crafts and coloring pages at CrayolaExperience.com/Kubota and Crayola.com; and classroom activities and educational content.    

Partnership Opportunity:
Crayola Experience/Attractions
Partner/Category:
Kubota /Automotive
Timing:
3rd Quarter 2022
Target:
Male
Female
Kids (6-11)
Tweens
Teens
Family
Promotional Elements:
Branded Content
Contest / Sweepstakes
Event / Activation / Experiential
In-Store / Retail
Tour
Media Elements:
Micro site
Online
Social Media
Created On:
2022-04-28
Last Modified on:
2023-06-05
Companies Involved
Warren S
Warren S Senior Vice President Business Development, Global Licensing & Experiences Company TBD
April H
April H General Manager, Domestic Licensing Crayola
Tuck

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