contact us

Use the form on the right to contact us.

You can edit the text in this area, and change where the contact form on the right submits to, by entering edit mode using the modes on the bottom right.

New Zealand

+64 3 421 8904

Seedling merges modern tech + classic materials to create innovative products for kids 2-12. Shop the full range of Reimagined Play products now. 


Frequently Asked Questions

You might find the answer to your question below. If not, send us an email via our Contact Us page.

When did Seedling start?
Seedling is a New Zealand-based company founded in 2006 by Phoebe Hayman, a mother of two who struggled to find great gift ideas for kids. The company began with activity kits and broadened to include the popular Pocket Money Collection in 2012. In 2014, Seedling opened its US office in Irvine, California. Today, the brand has an international fan base and is sold in over 20 countries.

Where is Seedling based?
Seedling’s Head Office is located in East Tamaki, Auckland, New Zealand. In January 2014, Seedling USA was launched, and is now also based in California.

What’s the relationship between Seedling and P.S. XO?
In October 2014, Seedling merged with P.S. XO, a Los Angeles-based company co-founded by Kara Nortman and actress Soleil Moon Frye. Please view our Press page for additional information.

What investors does Seedling have?
Seedling recently announced a funding round led by Upfront Ventures and Greycroft Partners.

Where are Seedling products made?
Seedling activity kit and pockey money products are designed and assembled in Auckland, New Zealand using both local and imported components of the highest quality.

Is Seedling packaging environmentally friendly?
We believe strongly in reducing our carbon footprint wherever we can. Seedling’s activity kit cardboard packaging is made in New Zealand and is 100% recycled and recyclable. The plastic windows included in some of this packaging are PET. All activity kit package labelling is also made in New Zealand from sustainably forested label and Kraft stock. And where this packaging includes wood, it’s made from sustainably harvested trees.

Where can I buy Seedling products?
Seedling products are sold around the globe and across the country in all sorts of retail spaces, from department stores and world-famous emporiums to museums and bookstores. They’re a hit wherever they go. Can’t find it in your favorite local store? Let us know.

Are Seedling kits and toys safe for my kids?
Please view our Safety page for full information.

I’m a member of the Press. How do I get in touch?
Simply Contact Us or send us an email to A member of our team will be in touch to help you with whatever you need.

How do I get help with a Seedling project?
Stuck? Let us help. Email us at A member of our Seedling team will be more than happy to troubleshoot.

How to make the most out of your Seedling kit?
1. Encourage your child to think creatively. Our kits are designed to nurture imaginative solutions. In other words, there’s no one right way to do it.

2. Experiment! Let them play around with color, materials, tools and design. Even if it leads to mistakes. No matter what, it’s a great learning experience.

3. And have fun! Making something together is a wonderful way to create memories you can share forever. And don’t worry if you don’t finish the project in one session. Pack it away for another day.

We’ve lost our kit instructions. How do we get another set?
Easy. Just email us at and one of our team will help you out.

What’s the perfect age for my kid to start enjoying Seedling activity kits?
Our award-winning kits are designed to inspire children ages 3-12 to explore and engage in creative ‘open-ended’ play. Our kits also cross all sorts of ethnic and cultural barriers. Because it’s a universal truth: kids everywhere love to learn, explore, create and play.

Question not answered? Contact us with your query, or send us an email at