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Our Story

“At Seedling, we believe in the limitless potential of children’s imaginations. Our company
was born from a desire to create products that help families imagine, create and play together.”


Founded in New Zealand in 2007, Seedling began with an initial launch of activity kits that sparked hours of imaginative play. The whimsical, nostalgic Pocket Money collection followed in 2012 and took the international toy world by storm, establishing Seedling as the go-to brand for stylish, quality children’s products.

With toys, gifts, activity kits and party supplies sold in over 20 countries through all consumer channels, Seedling continues to expand globally. 2014 marked the launch of US operations and a merger with family-oriented startup P.S. XO, which brought together Seedling founder and CEO Phoebe Hayman together with partners Kara Nortman and Soleil Moon Frye.

Our Mission is to create beautiful, innovative family lifestyle products. We are passionate about the importance of growing young imaginations and celebrating the parenting journey one moment at a time. At Seedling, we want to make that journey a little bit easier and a lot more fun. As for the future, the sky is the limit as we continue to design groundbreaking products and digital experiences you and your family wll love.


Once upon a time, little girls were encouraged to play with tea sets and boys got to fly gliders and race cars. These days, we think kids should decide what they're interested in.
Our kits are designed to help fuel young imaginations and open new paths to discovery. Young users are invited to use their own initiative at every stage of the activity - from the materials they'll use to the ways they'll play with it. Once they start, there's no end to the possibilities young minds can come up with.


Our award-winning range includes over 350 products, with new releases added every year. Children's safety is of the utmost importance to us, and our activity kits come with the promise of first-class materials and tools, tested to the world's highest safety standards and made with care in New Zealand. Wherever we can, we also use recycled and recyclable components to reduce our environmental footprint.

We're proud to say that our products are a hit wherever they go. We love the fact that our kits cross all sorts of ethnic and cultural barriers. Because it's a universal truth: kids everywhere love to learn, explore, create and play.