In a world reshaped by AI and constant change, the ability to adapt comes down to one timeless advantage: creativity.
In this episode of The Speed of Culture, Matt Britton sits down with Victoria Lozano, chief marketing officer at Crayola, to unpack why creativity is a life skill that prepares people for whatever lies ahead.
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, who has been with Crayola for over 16 years, shares how the company has expanded beyond crayons into products, experiences, and content, why more than half of purchases now come from households without kids, and how the Campaign for Creativity is reframing creative expression as a cultural movement.
Listen to Victoria Lozano on The Speed of Culture to uncover how Crayola is redefining creativity as a life skill, expanding beyond crayons through products, experiences, and content, and inspiring people of all ages to embrace creative expression.
Key Takeaways:
[01:09] 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.
[07:28] 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.
