“When you think about creativity just as coloring, that tends to be the lingering perception, but coloring outside of lines is exactly what we’re talking about; it is about a way of thinking, a way of problem-solving, and using small creative moments to build a lifelong mindset to navigate life’s uncertainties.” - Victoria Lozano
In a world reshaped by AI and constant change, the ability to adapt comes down to one timeless advantage: creativity. Victoria Lozano, Chief Marketing Officer at Crayola, shares how creativity is not just about coloring but a mindset that prepares people to navigate uncertainty, solve problems, and collaborate in new ways. From Crayola’s three-pillar strategy of products, experiences, and content to the Campaign for Creativity and the rise of adults embracing creative expression, this episode explores how a 122-year-old brand continues to inspire all ages while staying true to its purpose.
Victoria Lozano is the Chief Marketing Officer at Crayola, where she has spent more than 16 years helping shape the company’s growth and evolution. She has led transformative initiatives, including the Campaign for Creativity, the expansion into immersive experiences and Crayola Studios, and the development of a three-pillar brand strategy built on products, experiences, and content. Under her leadership, Crayola has broadened its reach beyond children to engage adults, educators, and global audiences, while staying true to its 122-year mission of nurturing creativity as a lifelong skill.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
Why Creativity Matters in an AI-driven World
Victoria explains why creativity is a life skill that cuts across industries and job titles. As AI takes on more deterministic tasks, the uniquely human ability to think differently, solve problems, and collaborate becomes even more essential. Nurturing creativity in both children and adults prepares people and society to better navigate uncertainty and change.
Crayola’s Three-Pillar Strategy: Products, Experiences, and Content
Victoria breaks down how Crayola has grown into a brand ecosystem built on three pillars. Beyond crayons, the company invests in product innovation, immersive experiences like attractions and interactive play, and content through education, social channels, and Crayola Studios. Connecting these touchpoints creates richer engagement and broadens how people see the brand.
Creativity Beyond Childhood: Adults as a Growing Audience
Over 50% of Crayola’s purchases now come from households without kids. Victoria explains why adults are embracing creative outlets for wellness, mindfulness, and joy. She compares creativity to meditation or exercise, activities that help people recharge and reconnect with themselves, while encouraging adults to let go of judgment and focus on the process, not just the output.
Engaging Gen Alpha Through Evolving Touchpoints
Victoria discusses how Gen Alpha, today’s core young consumer, has shorter attention spans and lives in digital-first spaces like TikTok, Roblox, and Minecraft. This shift has influenced Crayola’s product roadmap and marketing approach, ensuring the brand stays relevant across physical and digital experiences. The goal remains the same: nurture creativity in ways that match how each generation connects.
The Campaign for Creativity as a Cultural Movement
Victoria highlights Crayola’s Campaign for Creativity, which reframes creativity as a life skill and a social movement. She shares the story of Cadence, a nine-year-old whose drawing inspired global acts of colorful creativity, showing how simple moments can spark change. Victoria stresses this is not just marketing, it’s about shifting culture and reinforcing Crayola’s purpose to make creativity central to human growth.
