Owner and ecologist Kiera Newman is working towards a PhD in Ecology through the University of Guelph in Guelph, Ontario, Canada. She continues to write, speak, and teach on a spectrum of ecological topics including conservation, pollination, and the environment. She started Creaturon Inc to instill passion and understanding of biodiversity in children. In designing Creaturon cards, she wanted to promote information such as scientific name, conservation status and animal behavior, including attack and defense abilities. She believes that as children learn about animals and their habitats, they will be more likely to conserve and protect these valuable resources.