Cra-Z-Art: Interview with CEO Lawrence Rosen
Lawrence Rosen, the CEO of Cra-Z-Art has invention in his blood. As a third-generation toy entrepreneur and veteran of the toy industry, Lawrence — or “Larry” as he more commonly goes by — has been in the family business since 1977. Larry made the Rose-Art brand into a leader in school supply products that earned $375 million in annual revenue and helmed Mega Blocks before they were purchased by Mattel. In 2008, Larry founded Cra-Z-Art and, in 2021, Cra-Z-Art purchased RoseArt back from the Mattel toy company. In 2023, RoseArt proudly celebrated its 100th anniversary and continues to thrive alongside Cra-Z-Art, much to Larry’s delight.
Larry has a sharp eye for toy trends and he is also innovative when it comes to product design and manufacturing. He also gives to charities such as The American Cancer Society, St. Jude Children’s Research Hospital, Deborah Hospital Foundation and the Kids in Need Foundation as well as Victims of Hurricane Sandy. Larry is also the founder of the RoseHeart Foundation to support the efforts of child-focused organizations. For instance, under this umbrella, Cra-Z-Art sponsored the Toy Industry Foundation’s Toy Bank program. In 2015, Larry received the Champion of the People Award from “Family Connections” in recognition of his lifelong commitment to children’s charities including the Toys “R” Us Children’s Fund.
Larry recently discussed his life and career via an exclusive interview.
Meagan Meehan (MM): You grew up in the toy industry, so how did the toys of your youth differ from what is on the market today?
Larry Rosen (LR): Really, many of the popular toys we offer today are in some ways similar to the items that were around when I was growing up, we’ve just adjusted and innovated based on current trends. Nostalgia is also very big and items like Snoopy Sno Cone Machine, Magna Doodle, puzzles and our art and activity sets, many of which have been around, in some form, for many years, continue to resonate with both adults and kids alike. In fact, Magna Doodle is celebrating its 50th anniversary this year.
MM: When did you know that you wanted to follow your family into the toy field?
LR: My father, Syd, loved the toy industry and it was a family business. I was involved from a young age, going to the office when I was a kid, testing new toys. I knew from a young age that I wanted to help lead and grow the company and conquer the toy world.
MM: A lot of Cra-Z-Art products are more arts-based than toys, so what was it about creative products that so appealed to you?
LR: We have a huge portfolio of toys and clearly arts and crafts is our “sweet spot”. My father developed one of the first art kits, it was a novel idea. Everything you need to make the craft is included in the value set. We’ve used that same principle successfully over the years, developing new, trendy art and activity sets that allow kids to showcase their own creativity and identity. Of Course, our quality back to school items like crayons, markers and pencils are a mainstay of our line and do very well.
MM: Which of your products stand out as being especially unique?
LR: Hard to choose but one of our best-selling items has been our Real Cotton Candy Maker which makes, as the name suggests, real cotton candy. It’s fun, delicious and STEM learning all in one! You add in the sugar and could actually see the strands of candy floss develop right before your eyes, it’s amazing! Of course, we also just introduced our unique Disney Crystal Surprise collectible figures which come in a surprise ball and includes a favorite, beautifully crafted Disney character as well as a special slime or sand compound — they are already doing very well!
MM: What has been some of the most memorable feedback that you’ve gotten about Cra-Z-Art?
LR: We’ve won many accolades for our products including vendor of the year awards, LIMA awards, TOTY’s and other recognition from prestigious Toy trades like TTPM and Toy Insider. It’s always refreshing and reassuring when parents mention that they have Cra-Z-Art products in the house and their kids love playing with the products. Of course, many times the parents reminisce about playing with our toys when they were kids, toys like Snoopy Sno Cone Machine and Magna Doodle, which is very gratifying.
MM: What would you say has been the highlight of your career so far?
LR: There have been many but I’d have to say the one that stands out the most is purchasing back RoseArt from Mattel. It was a very important, nostalgic and celebratory milestone for me as it reunited the RoseArt brands with the Rosen family. My grandfather started the company in 1923 and I’m the third generation to be at the helm. Last year RoseArt proudly celebrated its 100th anniversary. I couldn’t be prouder of the legacy we’ve created.
MM: How do you envision Cra-Z-Art evolving over the next five years?
LR: We will continue to grow, through our own IP, licenses and acquisitions and investments into toy, craft and consumer product companies. Cra-Z-Art will continue to follow popular trends and quickly bringing those trends to market so our consumers can enjoy an immersive play experience.
MM: What are your ultimate goals for the future and is there anything else that you would like to mention?
LR: Increase our share in the marketplace by inspiring, innovating and imagining to create great products that foster fun and imaginative play for all kids.
MM: Finally, to quote Buddy the Elf, what’s your favorite color?
LR: Well, I absolutely love color overall, but I’d have to say my favorite color is blue.