Crayola and TheSoul Group join forces to inspire creativity in children and families through “Crayola Create,” an always-on YouTube channel that transforms Crayola’s iconic products into catalysts for imagination and play.
Launched in June 2024, “Crayola Create” supports Crayola’s Campaign for Creativity, a mission to champion creativity as an essential life skill. The goal is to make creative expression part of every child’s daily routine by offering fresh, engaging, and age-appropriate content designed for families worldwide.
The challenge is twofold: to integrate Crayola products authentically into content while ensuring global resonance and sustained engagement in an oversaturated digital landscape. The team sets out to create an entertainment-first experience that captures attention without feeling commercial, using hands-on challenges, family participation, and visual-first video to drive deep audience connection.
Ultimately, “Crayola Create” seeks to modernize Crayola’s digital presence, build a global community of creators, and position the brand as a champion of creativity in the digital age, where screen time transforms into creative time.
Crayola Create” redefines branded content by merging play, and product into a seamless creative experience. Built as a platform-native YouTube channel optimized for both YouTube and YouTube Kids, the series offers a mix of short- and long-form videos designed to entertain, educate, and inspire kids aged 6–10 and their families.
Each video is a mini world of imagination: colorful, hands-on, and irresistibly watchable. From DIY art tutorials and seasonal specials to creative challenges, every episode encourages participation, transforming passive viewing into active engagement. Crayola tools are not featured as props; they are essential to the creative process, seamlessly integrated into the content to make each idea come to life.
TheSoul Group’s global creative teams bring unmatched digital content creation expertise, ensuring every video resonates across cultures and languages. By emphasizing visual-first content, universal themes like family and self-expression, and platform optimization for mobile-first audiences, “Crayola Create” transcends borders while staying true to the brand’s heritage.
The channel’s content strategy combines creativity with data-driven precision. Real-time audience insights guide continuous optimization, from thumbnail design to pacing and retention, to maximize engagement and discoverability.
Key creative highlights include:
“Crayola Create” is more than a channel, it’s a living ecosystem of creativity that connects generations and cultures through color, imagination, and joy.
In just more than a year, “Crayola Create” achieves extraordinary success, becoming a global destination for family creativity and a benchmark for branded storytelling.
Beyond performance metrics, “Crayola Create” delivers lasting brand value. It deepens emotional connections, reinforces Crayola’s leadership in creative play, and fuels Crayola’s Campaign for Creativity by turning everyday screen time into moments of self-expression and shared joy.
The initiative sets a new standard for digital branded content: authentic, educational, and endlessly engaging. It proves that when a heritage brand and a digital powerhouse unite, creativity truly knows no bounds.
