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 talent

• We’re un-teaching creativity without realizing it

• Crayola is moving beyond products to experiences, content, and advocacy

• Inclusion in creative expression starts with how we see ourselves

• Educators and parents have tools to foster creativity in simple, daily ways

Chapters

00:00 The Importance of Creativity 

01:40 Myths and Misconceptions about Creativity 

04:35 Creative Behaviors and Lifelong Skills

07:36 Evolving Beyond Products: Crayola's New Direction

11:59 Nostalgia vs. Innovation in Creative Experiences

14:28 The Future of Creativity in Education

18:32 Inclusion and Diversity in Creativity

20:01 The Role of Creativity in the Next Decade

20:43 Resources for Educators

22:37 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/