Froggie and the Magic of Learning: Toy brand KiwiCo's Journey in Hands-On Education
Froggie is a delightful character with expressive eyes, a sweet smile, and a fluffy green body that’s perfect for snuggling. But Froggie is more than just a plush toy; he’s designed for educational fun. Inside, he has felt kidneys, intestines, and a heart, ready to be dissected by curious young minds. This charming frog is the centerpiece of the Froggie Dissection Lab by KiwiCo, a brand dedicated to making STEM learning playful and engaging for kids.
KiwiCo’s mission is to transform educational concepts into hands-on experiences that kids genuinely want to explore. From angler fish to science experiments like frog dissections, they create toys that spark curiosity and creativity.
Founder and CEO Sandra Oh Lin was inspired to start KiwiCo when her two older children were just three and five years old. She wanted them to have meaningful, hands-on experiences that would empower them to innovate. "I really wanted them to feel they had the agency to create. It’s amazing to know you can build something from seemingly nothing," she reflects.
This vision drives KiwiCo’s offerings, whether it’s the Light-Up Haunted House or the Walking Robot. Lin has built a successful company from the ground up, navigating challenges such as investor rejections and the recent downturn in direct-to-consumer brands. Since its founding in 2011, KiwiCo has generated over $1 billion in revenue and shipped more than 50 million crates to over 40 countries, designing more than 1,500 products and activities along the way.
In contrast to many consumer-focused startups, KiwiCo has achieved profitability for seven consecutive years and is projected to see double-digit revenue growth in 2025. Remarkably, the company has raised only $10 million in venture capital since its inception, relying primarily on its own revenue for growth.
"We’ve been fortunate that we've been able to fund our own growth," Lin says, highlighting the sustainable approach the company has taken. It’s an inspiring story of a mom with a vision turning challenges into triumphs, creating a brand that empowers children to learn and explore through play.
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