Unleashing Creativity with Crayola: Victoria Lozano on Why It’s a Life Skill, Not an Extra

What if creativity isn’t just something kids do—but something we all need to thrive?In this episode of ARTS Redefined, Angela Meleca is joined by Victoria Lozano, EVP of Marketing at Crayola. Together, they discuss why creativity is one of the most critical life skills we can nurture—not just in children, but across every profession. From reimagining Crayola’s brand to launching the global Crayola Creativity Week, Victoria shares how the company is helping to redefine how we think about the arts in education and beyond.Takeaways include:Creativity is a behavior, not just a talentWe’re un-teaching creativity without realizing itCrayola is moving beyond products to experiences, content, and advocacyInclusion in creative expression starts with how we see ourselvesEducators and parents have tools to foster creativity in simple, daily waysChapters00:00 The Importance of Creativity 01:40 Myths and Misconceptions about Creativity 04:35 Creative Behaviors and Lifelong Skills07:36 Evolving Beyond Products: Crayola's New Direction11:59 Nostalgia vs. Innovation in Creative Experiences14:28 The Future of Creativity in Education18:32 Inclusion and Diversity in Creativity20:01 The Role of Creativity in the Next Decade20:43 Resources for Educators22:37 Defining Art and Its Impact Victoria Lozano is Chief Marketing Officer at Crayola LLC, where she oversees all aspects of marketing and consumer engagement for one of the world’s most iconic and cherished brands. For over 120 years, Crayola has been synonymous with nurturing children’s creativity.  Today, it is recognized as one of the most culturally resonant, authentic, and trusted brands globally.  https://creativity-week.squarespace.com/