Seedling® was founded in 2006 by a mom struggling to find great gift ideas for kids, with wholesome creative play and high quality, safe components. From its start in flea markets and local New Zealand retailers, the brand bounded into global luxury retailers such as Harrod’s, Saks Fifth Avenue, Neiman Marcus, Selfridges and Barneys NY, as well as being sold in over 20 countries globally. With a driven new owner taking the helm for this newest chapter in the globe-spanning legacy of the brand, Seedling® has gone from New Zealand, to Los Angeles, and back again (like a Hobbit, honestly)... refreshed and ready for today’s kids and today's minds.

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 the resources and play that would aid her son's development and learning - and we consider that in every new product we make.

Our experienced, award-winning creative team has been trusted by parents and educators in 38 countries and counting with their brand portfolio spanning over 10 years, and with over 200 years of experience between them. Owned and operated in New Zealand and designed in the USA in a quirky little powerhouse design studio outside of NYC, our little Seedling® team is made up of dreamers, designers, and most-importantly: parents. We play with every kit, and our kids do too. We believe in less screen time, and more “me” time. Our award-winning Seedling® kits come with our promise of first-class materials and tools, tested to the world’s highest safety standards - we want parents to feel good about their purchase, from click to smile.

Our goal is to bring affordably-priced, accessible Seedling® kits to every single home - no child should be priced out of imagination. The philosophy behind every Seedling® craft kit is simple: To help grow young hearts and minds and open new paths to discovery through wholesome, creative play. We truly believe that given the right materials, opportunities and experiences, a child’s potential is unlimited.

XO, Team Seedling