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About
Lovevery sells subscription Play Kits: age-staged bundles of toys and parent guidance built around developmental windows in a child's first years, rather than the button-and-flashing-lights toy Jessica Rolph says made her feel disconnected from her own child. Rolph, who had been founding partner of organic baby-food company Happy Family, co-founded it in 2015 with Roderick Morris, who had scaled Opower; she runs the company as CEO from Boise while it ships internationally. The product design leans on child-development research — Rolph traced the idea to a two-decade-old doctoral thesis on the developing brain — and the business model is a stage-based subscription rather than one-off toy sales. By the October 2021 Series C, investor Reach Capital put active subscribers above 220,000 across more than 30 markets, with more than a million Play Kits shipped in the preceding year. Maveron backed the company early, and Rolph appeared on TechTO's Founders & Funding in May 2020 with Maveron partner Jason Stoffer.
Backers
TCG led the $100M Series C in October 2021; Maveron, Reach Capital, the Chan Zuckerberg Initiative, GV and SoGal Ventures are also investors. Reach Capital has said it invested in 2018, 2019 and the Series C.
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Quick answers
What does Lovevery sell?
Subscription Play Kits — toys plus parent guidance, staged by a child's age and built around developmental windows in early childhood — alongside an app and courses for parents.
Who founded Lovevery?
Jessica Rolph and Roderick Morris, in 2015. Rolph had co-founded Happy Family, the organic baby-food company acquired by Danone; Morris had scaled Opower. Rolph is CEO and based in Boise.
How big is Lovevery?
At its $100-million Series C in October 2021, led by TCG, investor Reach Capital put the company above 220,000 active subscribers in more than 30 markets, having shipped over a million Play Kits in the previous 12 months.