The toy and craft brand has joined forces with the e-commerce firm to explore new online strategies.

Seedling merges with e-commerce firm, P.S. XO

International toy and craft brand, Seedling has merged with the e-commerce company, P.S. XO.

The combined company – which will retain the Seedling moniker – has now raised $7 million in new funding from Upfront Ventures and Greycroft Partners.

With over 350 products under the Seedling umbrella, the firm’s range of toys and products are already sold globally, and are available in retailers including Harrods and Selfridges.

The merger and funding is now expected to fuel Seedling’s growth to more than $10 million in sales, as P.S. XO develops distribution strategies across its e-commerce platforms, including the recently launched app for iOS.

“We are excited to join with P.S. XO and its exceptional tech team to find new ways to make meaningful innovation in the e-commerce space,” said Phoebe Hayman, founder of Seedling and CEO of the newly combined entity.

“We look forward to leveraging Seedling’s distribution partnerships to bring our new offerings to parents everywhere.”

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