SEEDLING throws launch party at DTLA world headquarters

SEEDLING, the children’s activity toy company founded in New Zealand by Phoebe Hayman in 2007, celebrated the opening of their worldwide headquarters in DTLA’s Arts District, with a party that brought together a wide array of attendees that reflect the city’s unique mix of technology, arts, and commerce. Seedling merged with P.S. XO in 2014, which brought Hayman together with partners Kara Nortman (now of Upfront VC) and actress / mother / business owner Soleil Moon Frye.

The event, deejayed by Samantha Ronson, was attended by Mayor Eric Garcetti and members of his team, Greg Bettinelli (Upfront VC), Paige Craig (Arena Ventures), Adam Corey (Queens Bridge VC), Laurence Toney (Comcast Ventures), Hunter Walk (Homebrew), Brogan BamBrogan (Hyperloop), Leura Fine (Laurel & Wolf), Joanna McFarland (HopSkipDrive), Tara Brown (KitHub), Amy Cohn (Sony), producer Ryan Good, Cooking Channel host Laurie March, and actors Danny Masterson, Demi Moore, Rebecca Gayheart, and Eric Dane.


In addition the Seedling’s collection of activity toys and games, Nortman hinted at things to come with apps that bring tactile toys into the digital world: “Our Mission is to create beautiful, innovative family lifestyle 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.”

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Kara Nortman, Phoebe Hayman, Soleil Moon Frye

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Scott Perry -- LA Tech Digest founder

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