# Seedling USA

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/seedling-usa

- Industry: Retail
- Headquarters: Los Angeles, US
- Website: www.seedling.com
- Total disclosed funding: $3.6M
- Latest round: Seed (Nov 25, 2013)
- Investors on record: 10

## About

Seedling USA, Inc. is a creative company focused on crafting innovative DIY kits for children. Their products foster artistic expression and imaginative play, primarily targeting families and educational institutions.Seedling USA, Inc. was founded in 2007 in Los Angeles, US, and specializes in producing DIY craft kits for children. The company does not have any known subsidiaries or parent companies. The founders include Blair Spowart, Isabella-Maria Carmone, Jessica Bowman, and Peter Klein, with leadership currently under CEO Matthieu Morin. Seedling has raised a total of USD 7.00 mn through four deals, with the most recent funding round occurring on October 29, 2014, led by Upfront Ventures and Greycroft Partners.Seedling specializes in creating innovative DIY craft kits designed primarily for children aged 7 and older. Their flagship product, the 'Make Your Own Dreamcatcher' kit, includes a variety of colorful materials such as feathers, pom poms, beads, and ribbons, enabling users to craft unique dreamcatchers that can be displayed in personal spaces like bedrooms. These products emphasize creativity, allowing children to engage in hands-on activities that promote artistic expression and imaginative play. Seedling's offerings are aimed at families and educational institutions, targeting markets primarily within North America and Australia. The company's products are sold directly to consumers through its online platform, focusing on enhancing the play experience while addressing the need for safe and enjoyable creative outlets for children.Seedling generates revenue through direct-to-consumer sales, primarily via its e-commerce platform. The pricing structure for their products is straightforward, with individual craft kits, such as the 'Make Your Own Dreamcatcher,' priced at USD 39.99. The transaction process involves customers purchasing these kits online, which are then shipped directly to their specified addresses. Seedling’s revenue model relies on one-time purchases rather than subscriptions, with customers largely comprising families looking for engaging craft activities. The company's focus on high-quality, award-winning products positions it well in the market, appealing to consumers seeking unique and interactive play solutions for their children.Seedling is focusing on designing and launching new products to expand its range of DIY craft kits for children, although specific release dates have not been detailed. The company is also looking to expand into new markets, particularly in Europe and Asia, by the end of 2025. The recent funding of USD 7.00 mn will support these initiatives, enhancing product development and marketing efforts to reach broader audiences.

## Funding rounds

- Seed, Nov 25, 2013, $1.1M — Upfront, Greycroft, GV, Daher Capital, Connect Ventures, Structure Fund
- Series A, Oct 28, 2013 — MESA+, BBG Ventures
- Seed, Apr 25, 2013, $2.5M — Upfront, Greycroft, GV, ACME Capital, Daher Capital, The Perkins Fund

## Investors

- Upfront (https://capitalatlas.ai/funds/upfront) — Seed
- Greycroft (https://capitalatlas.ai/funds/greycroft) — Seed
- GV (https://capitalatlas.ai/funds/gv) — Seed
- ACME Capital (https://capitalatlas.ai/funds/acme-capital) — Seed
- Daher Capital — Seed
- The Perkins Fund (https://capitalatlas.ai/funds/the-perkins-fund) — Seed
- MESA+ (https://capitalatlas.ai/funds/mesa) — Series A
- BBG Ventures (https://capitalatlas.ai/funds/bbg-ventures) — Series A
- Connect Ventures — Seed
- Structure Fund (https://capitalatlas.ai/funds/structure-fund) — Seed