Podcast Summary: Behind the Numbers: How Crayola’s “Campaign for Creativity” Is Inspiring Hands-On Play in a Digital World

Date: December 17, 2025
Host: Susie Deva Kenyon (EMARKETER)
Guests:

• Victoria Lozano, Chief Marketing Officer, Crayola (“Vicki”)
• Sky Canavas, Principal Analyst, EMARKETER

Episode Overview

This episode examines how Crayola—a brand synonymous with childhood creativity—has redefined its role in today’s digital, multi-channel landscape. The panel explores Crayola’s "Campaign for Creativity," which reframes creativity as an essential life skill and details its strategies to inform, equip, and inspire both parents and educators. The conversation spans topics such as nostalgia, the blend of digital/tactile play, educational impact, product innovation, and Crayola’s entry into immersive experiences.

Key Discussion Points & Insights

1. Crayola’s Campaign for Creativity: Creativity as a Life Skill

[02:32-05:21]

• Purpose: Elevating creativity from a fun activity to a critical developmental skill for children and a lifelong asset for all ages.
• Empirical Backing: Vicki notes a "ton of empirical research" proving creativity’s importance for unlocking potential.

  “We’ve always been guided and driven by that belief, but...with the Campaign of Creativity, we’ve taken a very purposeful step forward of really kind of communicating and sharing that importance.” —Vicki Lozano [03:20]

• Supporting Parents and Schools: Crayola’s role is to help parents and teachers seamlessly infuse creativity into daily life/learning, “overcoming practical day-to-day barriers.”
• Creativity Week: Sister initiative for schools focusing on integrating creativity into curricula, bolstering engagement and learning outcomes beyond "just the arts."

2. Unique Educational Partnership & Authentic School Involvement

[05:22-07:35]

• Brand in Schools: Crayola has an “official” status and positive association in the classroom, unlike most tech brands.
• Gamified, Creative Learning:

  “That makes learning so much easier when it can be gamified or infused with creativity because that gives children a lot more agency.” —Sky Canavas [05:44]

• Research Findings: Hands-on, creative activities improve understanding and retention, especially in literacy, social-emotional learning, and STEM.

3. Harnessing Nostalgia and Brand Trust Across Generations

[07:36-09:47]

• Parental/Teacher Communication: Approach is empathetic—not preachy or prescriptive—acknowledging time and resource constraints.

  “We want to be always very careful that we’re not preaching to parents...It’s really just recognizing, we understand, we see you. And here are some simple and easy ways of doing it...” —Vicki Lozano [08:09]

• Generational Bonding: Crayola is a rare "heritage brand" with deep, cross-generational emotional ties, enabling parents to pass on experiences and foster connections.

4. Broad Product Expansion and Innovation

[09:48-13:08]

• Evolution of the Brand: Expanded from classic crayons to toys (e.g., Scribble Scrubbie), digital apps, and a broader art supply range.
• Holiday Standouts: The "marker airbrush" and "light board" are cited as examples of innovative, engaging new products for kids.

  “Those are the kinds of products that did not exist...but now is a very significant portion of our business because...you offer all of those incredible opportunities.” —Vicki Lozano [11:10]

• Crayola at Retail: No longer just a back-to-school staple; Crayola now plays in spring (outdoor play), holiday (gifts/stocking stuffers), and beyond.

5. Leaning into Nostalgia: The Revival of Retired Colors

[13:08-15:49]

• Limited Edition Colors: Revival of 8 retired colors resonated strongly with adults, tapping into the powerful emotional connections people have with favorite colors.

  “Dandelion...That was my favorite color...That program was just incredibly resonant.” —Vicki Lozano [14:17]

• Global Color Vote: For the first time, Crayola surveyed consumers from 180 countries about favorite colors, discovering generational and geographical differences.

6. Creativity in a Digital and Analog World

[15:50-20:37]

• Hands-On Remains Core: While digital is expanding, tactile creativity remains foundational—especially for young children.

  “Hands-on was still really the foundation. We probably started before two with things like finger paints and those washable markers that are a godsend...” —Sky Canavas [16:53]

• Digital Extensions: Apps like "Create and Play" and "Scribble Scrubbie Pets" (ad-free, subscription-based) provide safe, creativity-focused digital engagement that parents trust.
• Seamless Integration: Crayola’s approach is “not either/or,” emphasizing creative possibilities on any canvas—physical or digital.

  “If it’s Crayola, I don’t need to worry about it. I know then it’s going to be age appropriate, it’s going to be high quality.” —Vicki Lozano [19:32]

7. Immersive Crayola Experiences and The Future

[20:41-22:49]

• Crayola Experience Locations: Gated family attractions offering 3–4 hours of curated, hands-on creative play, currently in the U.S. with expansion to China and South Korea underway.
• Showcase for Innovation: These sites allow Crayola to demonstrate new products and technologies—and relieve parents of the “set-up/clean-up” burden at home.
• Global Expansion: Vision for more immersive locations worldwide, further embedding the brand into family and creative culture.

8. Holiday Shopping Trends and Value Proposition

[22:50-24:38]

• Strong Holiday Season: Crayola toys and crafts are in high demand; many children will find Crayola gifts under the tree.

  “The bulk of the holiday season is still to come and it’s really exciting to see...how they’re showing up on gift lists everywhere.” —Vicki Lozano [23:11]

• Value and Affordability: Especially in times of consumer mindfulness, Crayola’s quality and reasonable price point appeal to value-driven shoppers.

  “They’re not just looking for the cheapest product, they’re looking for the best value for their money.” —Sky Canavas [24:20]

Notable Quotes & Memorable Moments

• Vicki on Authenticity:
  “We’re not looking to give them another thing to do...just recognizing, we understand, we, we see you.” [08:08]
• Sky on Brand Evolution:
  “The amazing thing to me, as someone who grew up with Crayola like four decades ago, is seeing how the brand has just evolved and expanded to really keep up with trends.” [09:47]
• Vicki on Digital Safety:
  “The ability for parents to be able to say if it’s Crayola...I don’t need to worry about it.” [19:32]

Timestamps for Key Segments

• Intro and Favorite Crayola Colors – 01:00–02:32
• Campaign for Creativity: Purpose and Origins – 02:49–05:21
• Creativity in Education and Outcomes – 05:22–07:35
• Brand Nostalgia and Intergenerational Bonding – 07:36–09:47
• Product Innovation & Broader Offerings – 09:48–13:08
• Nostalgic Marketing: Retired Colors – 13:08–15:49
• Blending Digital and Tactile Creativity – 15:50–20:39
• Crayola Experience (Immersive Brand Touchpoints) – 20:41–22:49
• Holiday Gift Trends and Value Perceptions – 22:50–24:38

Conclusion

Crayola’s message is clear: creativity isn’t a luxury or a pastime, but an essential skill—and their brand is uniquely positioned to foster it in every environment, on every platform, and across generations. By blending authentic nostalgia, product innovation, educational rigor, and trusted digital platforms, Crayola not only remains relevant but also inspires lifelong creative play.