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

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