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In order to survive and grow, the coloring brand Crayola is broadening their marketing strategy with 'Lights, Camera, Color.' This new branding initiative is sure to reach a growing demographic of kids online and yummy mummies.

The company is now experimenting with social media in trying to capture moms with new mobile ads on social networks and mommy blogs. 'Lights, Camera, Color' is a digital art and photo platform letting kids upload their pictures and color inside or out of the lines.