Home to what was one of the largest collections of children's art in the country, Crayola is unlocking its time capsule of creativity and reuniting adults with the artwork they created when they were kids decades ago. The undertaking is part of today's launch of Crayola's Campaign for Creativity which challenges conventional perceptions about creativity, igniting a new dialogue about the value of creativity and helping parents integrate more creative moments into their children's lives.

Launch advocacy platform “Campaign for Creativity” to become the number one champion of creativity.

Partner research between Crayola + Ad Council Research Institute identified barriers among parents to creating creative moments with their kids.

According to the study, 9 in 10 parents say creativity is important for their child, and that encouraging children to use their imagination, explore different possibilities, and express themselves authentically is essential for their development and learning. However, the study also discovered that parents need help overcoming barriers to making creative moments part of their daily routines.

More than 60% of parents don't think their children get enough creative activity or aren't sure if they do.

53% of parents believe they need to be creative themselves to raise creative kids, and an additional 21% are not sure.

33% struggle balancing creative moments with too many other things that compete for time throughout the day.

29% have difficulty coming up with new creative activities.

Parents and children

Parents play a pivotal role in helping children develop their creativity, but they face barriers that hold them back.

Spark creative confidence to ignite more creative moments

Timed to launch ahead of the UN World Creativity and Innovation Day—and 40 years after Crayola began collecting children's artwork—Crayola is debuting a captivating series of short films, titled Stay Creative. The films feature the stories of three adults across the country who participated in a Crayola art program as kids. As they are reunited with their childhood artwork, the adults reflect on how creativity impacted their lives, and the importance of nurturing creativity in their own children.

The films are the first step to a multi-layered campaign rolling out in 2024 and beyond.

The campaign is seeing positive results so far, exact numbers to be finalized.