Behind the Numbers: an EMARKETER Podcast How Crayola’s “Campaign for Creativity” Is Inspiring Hands-On Play in a Digital World, with Crayola | Reimagining Retail
Dec 17, 2025
Victoria Lozano, CMO of Crayola, shares insights on the brand's transformative "Campaign for Creativity," emphasizing creativity as a vital life skill. She discusses research on fostering creativity in children and Crayola’s efforts to help parents overcome challenges. Skye Canaves adds perspective on kids' media trends and the unique role Crayola plays in education, promoting hands-on learning. The duo also explores the nostalgia behind retired colors and Crayola Experiences, while balancing digital with tactile play as the holiday season approaches.
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Creativity As A Core Life Skill
- Crayola reframes creativity as a critical life skill, not just a pastime.
- The Campaign for Creativity aims to help parents and teachers create simple daily creative moments that improve learning outcomes.
Hands-On Play Improves Learning
- Hands-on creative activities boost engagement and shift learning from memorization to understanding.
- Teachers report students retain knowledge better and want to continue the activities because they're fun.
Make Creativity Easy For Busy Parents
- Don't add more tasks to overwhelmed parents; make creative moments simple and integrated.
- Offer turnkey, routine-friendly activities that fit existing school standards and family life.