Seedling

About Seedling

Seedling is an internet-first brand focused on creating educational and creative products for children. Founded in New Zealand in 2007 by Phoebe Hayman, the company was born out of her struggle as a mother to find engaging, high-quality creative toys for her own children. Hayman, who studied Fine Arts, wanted to develop products that would fully support a child's natural curiosity and excitement for hands-on exploration. The company's journey began with activity kits sold at local New Zealand markets and quickly expanded to luxury retailers worldwide. In a significant move, Hayman relocated with her family to Los Angeles to establish a U.S. office, attracted by the city's talent pool and startup community.

The company's core business revolves around designing and selling a wide range of products that encourage imaginative play, catering to children from ages two to twelve. The product line started with activity kits and has since grown to include toys, gifts, and party supplies. A key aspect of Seedling's product strategy is the integration of technology with traditional play. For example, they launched 'Parker', a classic teddy bear that interacts with an iOS and Android augmented reality app, allowing children to play doctor by examining the bear's bones or curing a tummy bug. This approach aims to teach children skills in science, technology, engineering, arts, and math (STEAM) through interactive play. Revenue is generated through the direct sale of these products to consumers via their website and through retail partnerships. Over the years, Seedling has secured $16.9 million in funding from investors such as Upfront Ventures and Greycroft.

After its initial growth and move to the US, the brand has returned to its New Zealand roots and is now owned and operated in Christchurch, with design work happening in the USA. The brand's leadership has transitioned to Sonya Brooks, the Managing Director, whose own journey into the toy industry was inspired by finding developmental resources for her son. The company emphasizes using first-class, safe materials and, where possible, recycled and recyclable components. Seedling's philosophy is to create gender-neutral toys that empower children to use their own initiative and imagination, moving away from traditional play stereotypes.