Phoebe Hayman Founder CEO of Seedling

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. 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.