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 Seedling founder and CEO Phoebe Hayman together with partners Kara Nortman and Soleil Moon Frye. 

Our mission is 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 will love.
Company Growth (employees)
Los Angeles, US
Size (employees)
41 (est)
Seedling was founded in 2007 and is headquartered in Los Angeles, US

Seedling Office Locations

Seedling has office in Los Angeles
Los Angeles, US

Seedling Metrics

Seedling Summary

Founding Date


Total Funding

$10.6 m

Latest funding size

$7 m

Time since last funding

over 2 years


We estimate that Seedling's latest funding round in October 2014 was $7 m. In total, Seedling has raised $10.6 m
We estimate that Seedling's current employees are approximately 61% female and 39% male.

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Seedling News

Seedling Company Life

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