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