Why did Hallmark acquire Crayola?

Hallmark Cards To Acquire Binney & Smith. June 12, 1984 | by PAUL WIRTH, The Morning Call. Hallmark Cards, Inc., the nation's largest greeting card company, plans to acquire Binney & Smith, Inc., under an agreement announced late yesterday by the two companies. read more

Hallmark Now Colored By Crayola November 30, 1986 | by TOM MOYLAN, The Morning Call There was a time, in 1984, when it seemed that the very identity of Binney & Smith Inc. of Forks Township might be swallowed or overshadowed in its acquisition by billion-dollar greeting card giant Hallmark Cards Inc. read more

Hallmark acquired Binney & Smith Inc., the parent company of Crayola, for $204 million, in part because Crayola had such high name recognition among shoppers. 10. they’ve piled on the emmys. read more