Our story


My name is Abby and I'm the founder of SEED. We're a consciously driven small business on a mission to create space for growing imaginations, to make a positive contribution to the world of quality play.

I'm a parent

I am not an educator or a toy maker, I'm just a parent who learned that creating space for creative, open-ended play is especially important for children's development.

 When lockdown hit, I turned to a new playstand to help keep things fresh. Little did I know just how fresh it would help keep things. I soon discovered how versatile the playstand was, and I had to share its benefits with others and make it more accessible.



With a vision to promote playful learning

After seeing what our playstand has done for my daughter, I have a clear vision to help facilitate and promote playful learning through SEED. I want to create a community of like-minded people who encourage and support each other, to benefit the next generation.

Please, join us!


Want to carry on reading?

Read about our purpose

Discover our values

An ethical, sustainable approach to manufacturing

Watch us assemble a playstand