GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across Amazon and Office Depot from January 1 to August 31, 2026 shows Crayola, a Hallmark Cards subsidiary, generating 90.4% of its year-to-date revenue on Amazon, with Office Depot contributing just 8.2%. Overall revenue climbed 56.3% across the tracked period, including a 25.5% month-over-month gain in the most recent month. That growth came alongside pricing pressure, as the average selling price fell 23.1% overall to $10.69 in the latest month, a 7.6% decline versus the prior month. The year-to-date average product price sits at $12.44, indicating a mix shift toward lower-priced items as volume expanded. Together, these figures point to a heavily Amazon-concentrated retail footprint where accelerating demand is being driven in part by discounting rather than price gains.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 62% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 25% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Crayola on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Crayola.
BY REVENUE
Crayola sells 90% online and 10% offline. Online runs through 1 channel; offline through 2.
Online
90%
10%
Offline
Online channels
90%
Offline channels
10%
BY REVIEW COUNT
Across 9M ratings on 2 channels, Crayola averages 4.7★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.7
/ 5
From 9M 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
$12.22
Price
$1.71M
Revenue
$7.69
Price
$1.02M
Revenue
$6.49
Price
$771K
Revenue
$18.13
Price
$602K
Revenue
$17.14
Price
$573K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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