What happens when one of the world’s most creative brands joins forces with a learning app built to prepare kids for the future? You get a story where imagination becomes a way for kids to learn and grow.

Today, we are excited to announce a purpose-led partnership with Crayola to launch our first immersive digital adventure featuring the beloved Scribble Scrubbie® Pets. The new experience invites children ages 4 to 7 into a colorful, story-driven world that builds creativity, problem-solving, empathy, and resilience through play.

A World Where Imagination Drives Learning

In this adventure, kids don’t just watch the story unfold. They lead it.

When a Scribble Scrubbie® Pet calls for help, your child steps into the story as the hero. Every choice they make shapes the journey and helps them build confidence, creativity, and emotional understanding in ways that feel like play.

Parents receive gentle updates from Nurture with ideas for connecting what kids do on-screen to real-life activities. It’s screen time with purpose, designed to help kids practice important life skills in small, meaningful moments.

Why Crayola?

Victoria Lozano, Chief Marketing Officer at Crayola, explains:

“Creativity is an essential life skill that helps children reach their full potential. This collaboration gives parents another way to raise creatively alive kids. It empowers them to express themselves, make choices, solve challenges, and build confidence while having fun.”

Crayola has spent more than a century helping children see the world in color. We share that belief that creativity is more than art. It is how kids express themselves, build confidence, and learn to solve problems. Together, we are helping parents turn creative play into real-world growth.

Building Life Skills for a Colorful Future

Roger Egan, CEO and Co-Founder of Nurture, shares:

“Crayola’s creative legacy and spirit of innovation make them the perfect first partner for us. Together, we’re creating learning experiences that prepare kids for the future through creativity, empathy, and resilience.”

This partnership is the first of many stories where play becomes preparation for life. Every challenge, every puzzle, and every burst of color gives kids a chance to practice thinking, feeling, and creating with confidence.

Ready to Play?

Three colorful Scribble Scrubbie Pets ride a bright yellow submarine splashing through the ocean, with the Nurture logo and the title ‘Coral’s Birthday Treasure’ against a sunny tropical backdrop.

The Scribble Scrubbie Pets story world is now live in the Nurture app.

Download it from the App Store and watch your child learn through creative play.

*The Scribble Scrubbie® adventure by Crayola is currently available in the USA only.

Eddie Casado Eddie Casado

About the Author

Eddie Casado is Growth Lead at Nurture, where he builds data-driven growth strategies, scales engagement, and experiments to fuel sustainable acquisition and retention. Passionate about bridging tech and human intuition.