Mom Launches Lovevery, a Subscription Service for Baby Toys

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August 15, 2018

By Carlo Versano

The subscription model has been applied to movies, clothing, automobiles, and now, a successful entrepreneur wants to sign up new parents for a regular supply of toys to help with the early, clumsy years of child-rearing.

Jessica Rolph, the co-founder and CEO of Lovevery, said her company was borne out of her wish "meet my child where they were."

The toy kits are assembled based on scientific research to meet the requirements at different stages of childhood development. Each box is designed to encourage "playtime with a purpose," Rolph said Wednesday in an interview on Cheddar.

The service starts at $36 for shipments delivered every other month, with options to add different products, including wooden books and a soothing blanket.

"It's so hard as a parent to know what to do and when," she said.

Rolph said she saw an opportunity to provide products and "play guides" conceived with her mother's intuition and backed by rigorous scientific testing. She founded her company in 2017 with the knowledge that her baby would "change every minute."

"To help parents keep track of what's happening in their child's stages, we feel a subscription service is actually a perfect match for what we want to be for parents and their families," she said.

Her intuition may have been right: the company, Rolph said, is experiencing double-digit revenue growth.

Rolph drew on her experience as a founding partner and board member of the organic baby-food company, HappyBaby, where she said she first noticed the desire among parents for products and services to get through the chaotic years of early parenthood.

"Parents are craving more of a meaningful, purposeful moment with their child."

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