GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Crayola generated the vast majority of its revenue through Amazon, which accounted for 94.0% of total revenue share between January and May 2026, with Office Depot trailing at 4.9%. The brand's average product price stood at $14.75, reflecting a notable 7.1% overall increase in average pricing during the tracked period. Crayola also demonstrated steady topline momentum, with revenue growing 3.0% over the observed timeframe. Among its top-selling items on Amazon, prices ranged from $13.33 for its popular Air Dry Clay to $29.48 for its Marker Airbrush Spray Art Kit, indicating a diverse price spread across its portfolio. This heavy concentration on a single retail channel presents both a strength in marketplace dominance and a potential vulnerability worth monitoring.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 3% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 7% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for Crayola on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Crayola.
BY REVENUE
Crayola sells 93% online and 7% offline. Online runs through 2 channels; offline through 3.
Online
93%
7%
Offline
Online channels
93%
Offline channels
7%
BY REVIEW COUNT
Across 10M ratings on 3 channels, Crayola averages 4.7★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.7
/ 5
From 10M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$13.24
Price
$2.3M
Revenue
$18.86
Price
$1.49M
Revenue
$14.30
Price
$613K
Revenue
$27.89
Price
$582K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
Get access to full product performance analysis
