Inspiring teenagers
This covers products specially developed for teenagers who engage in ´personal art’: colouring, drawing, painting and creativity in general. Young creative types with talent and ambition, students who are taking a creative course and young artists are attracted to these products.
We involve teenagers in the product development. That is important because the design and the look & feel of the products are also very important for this target group. That is related to their desire to come across as individuals. Teenagers decide for themselves what they want to use. The products are used most in further, secondary, higher and university education or at home.

Functional teenagers
These functional products are geared completely to the world of the teenager, particularly in terms of lifestyle, packaging and design, and they were therefore developed specially for this group with particular attention to these aspects. The products are sensitive to trends. A changing and up-to-date collection is therefore very important for this group. The teenager can show who he or she is with these products. Teenagers tend to buy the products themselves. An important time for purchasing is the ‘Back to School’ period. The products are used at school and at home.

Clarity through segmentation
Within our organisation, we apply clear product and target group segmentation. On the basis of this segmentation, all our products are classified in a clear way. This segmentation helps us to present and develop the right products for the right target group at all times.

A distinction is made here between Inspiring and Functional products.

Inspiring
Characterised by expression in colour. Expression is the basis of creativity all over the world. This category includes products which stimulate the creativity of users, which lead to the creation of ‘personal art’. Colouring is the main factor, but drawing, decorating, (graphic) designing and ‘fun’ also belong to this group.

Functional
Stands for expression in ‘words’. They are products which are used for writing, marking, highlighting, erasing, etc. These products were developed to encourage written communication.