Seedling believes in the limitless potential of children’s imaginations. The 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.