BIC rolls out children’s coloring line


Although BIC is known best for its stationery, lighters and shavers, the Shelton, Conn.-based company is looking to add a brand-new offering to its growing roster.

New to the United States from the brand is the BIC Kids coloring line, which consists of break-resistant crayons, ultra-washable markers with a resistant tip, as well as break-resistant and splinter-free colored crayons.

Previously rolled out in various countries across Europe, Asia, Latin America and Oceania, the BIC Kids coloring line’s debut in the United States will be accompanied by digital ads that feature actress Tia Mowry.

“Now more than ever, parents and teachers are looking for long-lasting, quality products that address a real consumer need at a great value, so we're thrilled to bring our BIC Kids coloring line to the U.S. market,” Mary Fox, the general manager of BIC North America said. “Our team did extensive research on this line to make sure we could deliver the absolute best experience for our consumers — especially the youngest ones. As a mother of two myself, I've spent years wishing for break-resistant crayons, markers that don't dry out and pencils that won't splinter. At BIC we have now made that a reality for all families.”

The line’s full lineup of offerings includes:

  • Crayons, which are break-resistant, have a wrap-free design that allows for uninterrupted coloring time and leave no mess behind;
  • Markers, which come in vibrant color, have strong tips and if caps are accidentally left off, won’t dry out too quickly; and
  • Pencils, which feature resistant barrels that do not splinter if broken, come in vibrant colors, are easy to sharpen and also are break-resistant.

Those interested in picking up items from the BIC Kids coloring line can do so at and at select Walmart stores across the nation.

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