
Creativity is often seen as an innate talent—something you either have or you don’t. But what if creativity is less about talent and more about nurturing an environment that allows it to thrive? That’s exactly what Crayola has been doing for over 120 years, and their journey holds valuable lessons for brands, entrepreneurs, and anyone looking to foster a more creative mindset.
Victoria Lozano, EVP of Marketing at Crayola, recently appeared on The CMO Podcast and shared how the brand has evolved from a simple product company selling crayons to a full-fledged entertainment, content, and experience brand. But the real magic of Crayola lies in its purpose—not just selling products, but helping parents and educators raise creatively active kids.
And here’s the kicker—most businesses could be doing the same thing, but they don’t even realize it.
Because at the end of the day, you don’t know what you don’t know.
Creativity Is More Than Just Art
When we think of creativity, we often think of painting, writing, or playing music. But creativity is actually problem-solving, innovation, and the ability to see things from different perspectives. It’s what helps businesses pivot, entrepreneurs build disruptive companies, and individuals adapt to change.
Crayola’s success isn’t just about crayons. It’s about empowering creativity across multiple touchpoints—whether that’s through their theme parks, digital content, or educational experiences. Their transition from a product-focused company to a brand that champions creativity is something that other companies should take note of.
Creativity Thrives in the Right Environment
Think back to when you were a kid. Were you given free time to explore, create, and make a mess? Or were you constantly told to color inside the lines?
Creativity flourishes in an environment where failure isn’t punished, and curiosity is encouraged. Crayola understands this and builds its brand around fostering creative confidence in children. But what about adults? Why do we stop prioritizing creative play as we get older?
In today’s fast-paced business world, creative thinking is more valuable than ever. Yet, many companies prioritize efficiency and rigid structure over experimentation and play. Brands that create space for brainstorming, exploration, and calculated risk-taking are the ones that drive real innovation.
Brand Evolution: Adapt or Get Left Behind
Crayola started with a simple product—a box of eight crayons sold for a nickel. Today, it’s a brand that spans multiple industries, including education, entertainment, and immersive experiences. This shift didn’t happen overnight. It was a conscious effort to evolve while staying true to its core mission.
Too often, brands get stuck in their original business model and resist change. But the brands that survive—especially in today's digital age—are the ones that understand that consumer needs evolve, technology shifts, and new opportunities emerge.
What would have happened if Crayola had simply stayed in the business of selling crayons? Would they still be one of the most recognized brands in the world, with 99% awareness in the U.S.?
Probably not.
Instead, they expanded their definition of creativity, embraced new ways to engage their audience, and met their customers where they are today—through digital content, experiences, and interactive learning.
Customer-Centric Marketing: What Brands Can Learn from Crayola
Most businesses think they understand their customers—but the reality is, you don’t know what you don’t know.
Crayola’s evolution wasn’t just about expanding its offerings. It was about shifting to customer-centric marketing—meeting their audience where they are, rather than forcing them into an outdated model.
How does this apply to your business?
1. Think Beyond the Product
Your product or service is just one part of the bigger picture. How can your brand create experiences, content, and deeper engagement with your audience?
2. Encourage a Culture of Creativity
Whether in business or in life, create space for creative thinking. This might mean allowing employees to experiment with new ideas, hosting brainstorming sessions, or simply encouraging play and exploration.
3. Be Willing to Evolve
The brands (and people) that stay relevant are the ones that embrace change rather than resist it. If Crayola had stayed just a crayon company, it might have faded into history. Instead, it became a legacy brand that continues to grow and innovate.
4. Make Creativity Accessible
One of Crayola’s biggest strengths is democratizing creativity. They don’t make creativity exclusive or intimidating—they make it fun, accessible, and part of everyday life. The same should go for businesses and individuals looking to embrace creative thinking.
5. Turn Your Customers Into Your Marketers
The most successful brands aren’t the ones that scream the loudest. They’re the ones that empower their customers to tell the story for them.
Crayola does this brilliantly—whether it’s through user-generated content, collaborations, or community-driven initiatives. And this is where customer-centric marketing comes in.
When you put the customer at the center of your strategy, you create brand advocates, not just buyers. The result? More organic reach, stronger brand loyalty, and exponential growth.
Final Thoughts
Creativity is more than just a buzzword—it’s the key to problem-solving, innovation, and long-term success. Crayola’s journey shows us that creativity isn’t about staying inside the lines—it’s about redrawing them altogether.
So, how are you fostering creativity in your work and life? What’s one way you can think outside the box (or crayon box) today?
Let’s keep the conversation going. Drop your thoughts below! 🎨✨
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