“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.”

OUR STORY

Founded in New Zealand by Phoebe Hayman 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.

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.

Seedling’s journey is continuing under the guidance of Sonya Brooks, the Brands Managing Director.  Sonya’s journey into the industry started with the birth of her son.  Sonya herself is dyslexic and was aware her son could also have learning challenges. This lead her on a path to finding toys and resources that would aid her sons development and learning. That path has lead her to Seedling.  Seedling is very proudly based in Christchurch, New Zealand. Where the team design and produce Seedling. We are excited to share Seedlings continuing story with Seedling fans worldwide.

OUR PHILOSOPHY

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.

PRODUCTS YOU CAN TRUST

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. Wherever we can, we also use recycled and recyclable components to reduce our environmental footprint. Seedling is a very proud New Zealand owned and operated company.

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.