[11:06] 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.
[16:37] 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.
[19:07] 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 9-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.
