New Crayon Games, LLC was formed by game industry veteran Phil Steinmeyer. Phil started his first game company, PopTop Software, in 1993, sold it to Take Two Interactive in 2000, and continued to run it until 2004. During that span, PopTop created games including Railroad Tycoon 2 and 3 and Tropico.
Phil left PopTop in late 2004, and, after taking a short break, began New Crayon Games in May of 2005 to create fun, challenging, simple-to-learn games for the mass market, not just 'hard-core' gamers. In December, 2005, New Crayon released its first game, Bonnie's Bookstore.
You can read more game development details on New Crayon's projects on Phil's development-oriented blog, www.philsteinmeyer.com.