In this episode of the Brave Commerce podcast, co-hosts Rachel Tipograph and Sarah Hofstetter welcome Victoria Lozano, VP of Brand Marketing at Crayola, to discuss how this iconic brand continues to innovate and make an impact disproportionate with a small team of less than 2,000 people. employees.
Victoria shares Crayola’s enduring purpose, rooted in fostering creativity for more than 120 years, and how that mission influences everything from the company’s agile operations to its strategic diversification into entertainment and location-based experiences. Learn how Crayola remains a household staple while expanding its role in children’s development and education.
The conversation also explores how Crayola balances its brand’s global presence with challenges in international markets, its decision to move away from DTC processing, and the bold leadership moves that allow the brand to thrive. Victoria reflects on the courage of personal milestones and the ongoing journey of maintaining a cherished brand across generations.
Key points to remember:
Purpose-driven innovation: How Crayola’s mission to nurture creativity shapes its operations and business strategies.
Adapt to market dynamics: A look at Crayola’s global brand strategies and why they moved away from DTC.
Lasting legacy: The evolving role Crayola plays in children’s lives through education, entertainment and creative tools.
