Crayola Enters Soda Aisle. Back To School Win?

Plus: Hobonichi expands U.S. retail, planners go mainstream

Author

Zihan Lyu
September 10, 2025 • Estimated Reading Time: 3 minutes

ClickZ Stationery

Here's what's happening this week in the world of stationery marketing:
- Crayola x Jones Soda fuels back to school buzz.
- Hobonichi expands U.S. access via Pen Boutique retail.
- Japandi stationery curation signals mindful journaling demand in Europe.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Jones Soda teamed with Crayola on a limited-edition 12‑pack that pairs classic crayon colors with matching soda flavors, timed for back to school. The crossover unlocks new sampling moments, UGC potential, and cross‑merchandising at retail. Stationery and CPG brands are driving incremental reach through licensing plays that blur category lines.

Pen Boutique secured authorization to sell the Hobonichi 2026 line in the U.S., expanding access to Japan’s cult planner ecosystem and Tomoe River paper, with new collaborations and a companion app noted. This raises competition in the planner category and creates bundling opportunities with pens and inks.

Uppsala-based Paper Whisper is curating Japanese brands through a Nordic minimalist lens as Japandi aesthetics gain mainstream traction. The move leverages the analog journaling rebound and emphasizes premium curation, packaging, and education to convert.

⚡QUICK READS

Stationery Returns to New York Thanks to Collab Between NY Now, Greeting Card Association: Starting in 2026, GCA’s Noted: The Greeting Card Expo will join NY Now’s winter market at the Javits Center, creating new opportunities for exhibitors and serving as a judging site for the Louie Awards. (More)

21 Grand Opening Ideas To Launch Your Business In 2025: Shopify compiles costed, metric‑driven grand opening tactics that translate to pop‑ups and digital launches, useful for planner drops and seasonal capsules.(More)

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