P.S. XO, Seedling Merge, Raise $7M For Children's Crafts, Toys

Los Angeles-based P.S. XO, the e-commerce and crafts startup founded by Soleil Moon Frye and Kara Nortman, said this morning that it has merged with craft and toy brand Seedling, and raised $7M in a funding round. The funding came from Upfront Ventures and Greycroft Partners. P.S. XO and Seedling both have offered a multi-channel, comprehensive strategy that brings crafts and toys not just to retail locations but also e-commerce. The companies are also heavily social, with a huge focus on posting their items on sites like Pinterest. According to the newly merged firm, Seedling's goal is to provide both online and offline ways to help parents entertain their children, plan parties, and find gifts. Seedling is led by Phoebe Hayman, and has been selling its products at such retailers as Neiman Marcus, Nordstrom, Macy's, Barneys, Harrods, Selfridges, and elsewhere. Soleil Frye Moon is an actress best known for her role as "Punky" Brewster.