About Us

At the core of the Penny Prima™ brand is a passion for music, movement and dance, alongside a love of imagination, creativity, and adventure. When your child first opens their Penny Prima Box, they will be transported into the world of the grand Prima Dance Theatre - home to the Prima family. Penny loves meeting new friends, exploring new dance styles and going on new dance adventures.

Penny Prima™ brand includes direct-to-consumer products like our flagship Penny Prima Box and Add-On Adventure Expansion Packs to learn dance skills at home, as well as In-Person Dance Classes and Camps at our network of Partner Studios.


Penny Prima™ Team

President/Founder   Mary Naftal
Chief Executive Officer   Joe Naftal
Art Director  Laura Scheving
Creative Director   Victoria Flick
Operations   Melinda Civitella, Donna Iaboni
VoiceOver Artist   Chessa Metz
Dance Video Content   Emily Civitella
Literary Consultant   Paige Moran