52 | JULY 11 • 2024
J
N
A
new art
initiative for
children has
launched in Metro
Detroit.
Crayola Imagine
Arts Academy, a
franchise brought to
Southeast Michigan by
Sterling Heights-based
Jewish husband-and-
wife duo Dmitriy and
Rita Feldman, has more
than 50 art enrichment
programs designed for
kids ages 5 to 12.
However, Crayola
Imagine Arts Academy
uses much more than just
trademark Crayola Crayons,
as the children’s brand is
arguably best known for.
The academy, which offers
free and paid workshops
onsite at a customer’s
location of choice, taps
into Crayola’s entire roster
of products to help kids
create everything from one-
of-a-kind lion sculptures
to stunning elephant
silhouettes.
The Feldmans explain that
the academy offers “art with
a purpose,” teaching kids
not only how to create these
unique art projects, but also
about conservation efforts
(such as with animal-themed
projects) and real-life
problem-solving skills.
And, of course, children
get to go home with a
custom art project to display.
The goal is simple: to
foster a new generation of
creative thinkers passionate
about making a positive
impact on the world and all
of its inhabitants.
INTRODUCING CRAYOLA
For Dmitriy and Rita
Feldman, who come from
corporate backgrounds, the
chance to foray into the
creative art world (a personal
passion, particularly for Rita)
was a welcome opportunity.
“This allows us to bring
out creativity in kids and
for them to experiment with
Crayola products that they
might have never gotten
their hands on before,”
Dmitriy Feldman, 43, says.
“Everyone knows about
Crayola Crayons, but Crayola
has such a huge offering of
different products.”
Over the past year, the
Feldmans have worked hard
on getting the franchise
up-and-running and putting
the final touches on the
project to make it a reality.
Rita Feldman, 48, spent
many hours contacting
principals, teachers and
school administrators to
introduce the concept
and discuss potential
partnerships.
Still, “there were concerns
from our end,” Dmitriy
Feldman admits. “How
were parents going to react
coming out of COVID-19,
and are kids going to
be interested? I can
tell you now that the
response has been
absolutely amazing.”
Today, the Feldmans
are working on
partnering with local
public and private
schools to provide after-
school art programs.
Schools can also utilize
public funding to
subsidize the cost of the
program to the school.
So far, Crayola Imagine
Arts Academy is present in
several schools on the east
side of Metro Detroit, and
the Feldmans are partnering
with Chabad Jewish Center
of Troy — where they’re
affiliated — on summer
camp art programs.
Next, they hope to venture
into more schools located on
the west side.
ART FOR ALL
One key selling point of
the program, the Feldmans
explain, is its diverse
offerings that include
something for children of all
interests and backgrounds.
The 50-plus programs
allow kids to experiment
with different creative
mediums and include a
host of themes that feature
everything from Magical
Creatures, to Wild World,
Where Art Meets Purpose
Dmitriy and
Rita Feldman
Crayola Imagine Arts Academy launches in
Southeast Michigan with kids’ art enrichment programs.
ASHLEY ZLATOPOLSKY CONTRIBUTING WRITER
business SPOTlight
brought to you in partnership with
B I R M I N G H A M