21st century is predicted as the century with rapid development in all aspects of life. People require creative and innovative character to exist. Specifically, mathematics has been given to students from the kindergarten until the middle school. Thus, building character through mathematics should begin since the early age. The problem is how to build creative and innovative character through mathematics education? The goal expected from this question is to build innovative and creative characters to face the challenges of the 21st century. This article discusses the values of mathematics, the values in mathematics education, innovative and creative character, and the integration of these values in teaching mathematics that support the innovative and creative character building, and applying the values in structurely programmed, measurable, and applicable learning activities.