Crayola
Strategy & Copy
“How can we prevent reinforcing gender stereotypes when marketing towards children?”
Despite being a brand synonymous with creativity, Crayola’s product marketing often reflects traditional gender norms.
A closer look revealed gendered packaging, templates, and advertising visuals that subtly tell children what they should play with—based on their gender.
The Insight
Research from the Geena Davis Institute and UNICEF shows that children’s toys and advertising reinforce rigid gender roles from a young age.
Ads for boys often emphasize aggression and action, while girls are shown in nurturing or aesthetic roles. This not only limits how children see themselves but also how they imagine their futures.
If creativity is truly limitless, marketing should reflect that.
Execution
Three distinct video ad concepts were developed, each rooted in a different child persona and strategically designed to disrupt gender stereotypes through visual storytelling, language, and product choice.
