Current Trends in Development of Creative Thinking

1. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  Current Trends in Development of Creative Thinking

2. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  “Creative thinking is declining over time among Americans of all ages… decline begins in young children which is especially concerning as it stunts abilities which are supposed to mature over a lifetime.” - Kyung Hee Kim, The Creativity Crisis, and as discussed in the Wall Street Journal and Newsweek1,2,3 Analysis of US Test Scores on Creative Thinking (n=272,599) Fluency Score Originality Score 1990 2008 1990 2008 [Ability to produce ideas] [Rarity/creativity of responses] Creative Strengths Score Elaboration Score 1990 2008 1990 2008 [Range of creativity] [Amount of detail in responses] “It’s very clear, and the decrease is very significant…It is the scores of younger children in America—from kindergarten through sixth grade—for whom the decline is ‘most serious.” - Kim 1Kim, K, The creativity crisis: the decrease in creative thinking scores on the Torrance Tests of Creative Thinking, Creativity Research Journal, 23:4, 285-295; 2011 2Shallenbarger, S, A box? or a spaceship? What makes kids creative, The Wall Street Journal, December 15, 2010 3Bronson, P, and Merryman, A, The creativity crisis, Newsweek, July 10, 2010

3. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  Benefits to Students The Department of Education has stated the program has improved student achievement in reading and math. No Child Left Behind Act (NCLB) of 2001 Unintended Consequences Many schools have eliminated courses for subject areas not part of NCLB's accountability standards for Federal funding. Significantly more time is spent preparing for exams and less time supporting creative, child-driven learning. • NCLB is a Federal mandate that requires states to establish standardized testing and to meet high standards in student test scores in order to receive government funding • The main focus of the standardized testing is on skills in reading, writing and mathematics. “Children aren't given the opportunity to express their own ideas or come up with their own way of doing things. Instead, the answer is A or B or C. There is only one right answer.” - Jennifer Keys Adair, Ph.D., an early-education expert at the University of Texas at Austin The Elementary and Secondary Education Act (The No Child Left Behind Act of 2001) Miranda, C., Why we need to let kids be creative, Parenting.com, Jan 2012 No Child Left Behind Act Is Working, Department of Education, 2006 Beveridge, T., No child left behind and fine arts classes. Arts Education Policy Review, 2010 Pederson, P., What is measured Is treasured: the impact of the No Child Left Behind Act on nonassessedsubjects. Clearing House, 2007

4. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  In a world with increasing complexity, CEOs believe creativity trumps other leadership characteristics A study consisting of in-person interviews with >1,500 CEOs from 60 countries and 33 industries Source: 2010 IBM Global CEO Study: Capitalizing on Complexity

5. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  Definition of a Children’s Museum from the Association of Children’s Museums (ACM): An institution committed to serving the needs and interests of children by providing exhibits and programs that stimulate curiosity and motivate learning • Children museums are the fastest growing segment of the overall museum industry1 • 30 million children and parents visit children museums annually2 • ~$1 billion in capital campaigns underway for new or expanded facilities1 • An additional 70 children museums in the planning stages1 1Association of Children’s Museums 2Olmstead, L, 12 best children’s museums in the U.S., Forbes, January 30, 2012

6. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  Introducing the “Child Creativity Lab” Concept

7. FOR INTERNAL USE ONLY. CONFIDENTIAL AND PROPRIETARY INFORMATION.  The Child Creativity LabAdvancing original thinking, imagination, and innovation through creative play. “Creativity is the freest form of self-expression. There is nothing more satisfying and fulfilling for children than to be able to express themselves openly and without judgment. The ability to be creative, to create something from personal feelings and experiences, can reflect and nurture children's emotional health…Creativity also fosters mental growth in children by providing opportunities for trying out new ideas, and new ways of thinking and problem-solving.” - “The Whole Child” Series, PBS The CCL Vision: The Child Creativity Lab (CCL) is positioned to nurture the creative mindset of our children in the headwinds of the busy lifestyles of working parents, the consuming technology culture of our youth, and standardized testing in order to inspire them to challenge their comfort levels and thereby raising their potential to higher levels The CCL Mission: CCL will build a children’s museum that offers high quality, engaging and fun experiential activities that stimulate the imagination and curiosity of our children Business Concept: The organization will feature a spacious activity/entertainment center offering an eclectic array of guided and self-directed creative development stations that are safe, hands-on, purposeful, and yet fun, engaging, and similar in excitement level and entertainment value of jump houses and other “pure-play” amusement centers. Target Population: The average targeted consumer will be middle- to upper-income families with children ages 3 to 12. These families are busy in their careers but anxious about the development of their children. A secondary market will be day-care centers, preschools, and elementary schools that are looking to supplement their curriculum with meaningful, thought-building, and memorable experiences.