Mom Launches Lovevery, a Subscription Service for Baby Toys

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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FULL TRANSCRIPT

1 00:00:00,000 --> 00:00:02,910 We really feel like this business, um, is,

2 00:00:02,910 --> 00:00:04,050 we're really trying to be of

3 00:00:04,050 --> 00:00:06,900 service and in so many other instances, the,

4 00:00:06,900 --> 00:00:09,090 the person that you were trying to attract

5 00:00:09,090 --> 00:00:11,610 as your customer is kinda saying the same, right?

6 00:00:11,610 --> 00:00:14,145 We as adults like, you know, aren't,

7 00:00:14,145 --> 00:00:15,780 aren't evolving so quickly but

8 00:00:15,780 --> 00:00:18,120 a baby is changing every minute.

9 00:00:18,120 --> 00:00:19,860 And so, for to help parents keep

10 00:00:19,860 --> 00:00:22,440 track of what's happening in their child's stages,

11 00:00:22,440 --> 00:00:24,675 we feel like a subscription service

12 00:00:24,675 --> 00:00:26,295 is actually a perfect match for,

13 00:00:26,295 --> 00:00:29,070 for what we wanna be for parents in their families.

14 00:00:29,070 --> 00:00:30,880 [NOISE] And just, um, curious what goes into

15 00:00:30,880 --> 00:00:33,210 balancing each product to make sure,

16 00:00:33,210 --> 00:00:35,355 you know, you're, you're getting the interest of the baby

17 00:00:35,355 --> 00:00:38,350 but also it services the parent as well.

18 00:00:38,350 --> 00:00:40,860 Now, we've got a ton of testing and, you know,

19 00:00:40,860 --> 00:00:43,980 I think parents are actually hungry for connection.

20 00:00:43,980 --> 00:00:45,510 I know that I feel that way.

21 00:00:45,510 --> 00:00:46,620 You know, there a lot of the bells and

22 00:00:46,620 --> 00:00:48,060 whistles toys where you

23 00:00:48,060 --> 00:00:51,060 kinda play the man and go do something else.

24 00:00:51,060 --> 00:00:53,850 Like parents are craving more of a meaningful kind of

25 00:00:53,850 --> 00:00:55,735 purposeful moment with their children

26 00:00:55,735 --> 00:00:57,105 and so that's what we're all about.

27 00:00:57,105 --> 00:00:58,680 So, we test all the products,

28 00:00:58,680 --> 00:01:02,265 babies love everything that we have because again

29 00:01:02,265 --> 00:01:03,870 they're naturally programmed to want to

30 00:01:03,870 --> 00:01:06,135 learn at different stages, different things.

31 00:01:06,135 --> 00:01:07,545 So, all of our playthings

32 00:01:07,545 --> 00:01:09,210 feed in to what they're hungry to learn at

33 00:01:09,210 --> 00:01:10,770 that moment and then parents love

34 00:01:10,770 --> 00:01:12,390 it because they just love knowing

35 00:01:12,390 --> 00:01:14,130 what's going on with their children's development and

36 00:01:14,130 --> 00:01:15,975 being able to connect in a meaningful way.

37 00:01:15,975 --> 00:01:17,310 And just getting work with child

38 00:01:17,310 --> 00:01:18,630 development experts as well.

39 00:01:18,630 --> 00:01:19,650 So, how much of this is

40 00:01:19,650 --> 00:01:22,480 sort of science and based on research

41 00:01:22,480 --> 00:01:24,360 for just having kids play with

42 00:01:24,360 --> 00:01:25,260 toys and see what they

43 00:01:25,260 --> 00:01:26,880 like and taking the right products?

44 00:01:26,880 --> 00:01:29,475 Yeah. You know, there's actually a lot of, it's,

45 00:01:29,475 --> 00:01:33,360 it's both intuition and science kind of coming together.

46 00:01:33,360 --> 00:01:35,220 There is so much research on

47 00:01:35,220 --> 00:01:37,065 early childhood development that isn't

48 00:01:37,065 --> 00:01:38,910 reaching parents and it isn't because

49 00:01:38,910 --> 00:01:41,085 there's no institution like when we,

50 00:01:41,085 --> 00:01:42,270 when they go to kindergarten a lot of

51 00:01:42,270 --> 00:01:44,160 the research on early learning starts

52 00:01:44,160 --> 00:01:45,780 happening and starts getting and it's used in

53 00:01:45,780 --> 00:01:47,805 the classrooms but at home,

54 00:01:47,805 --> 00:01:49,155 you know, where parent has,

55 00:01:49,155 --> 00:01:51,300 has time to talk to child development professionals,

56 00:01:51,300 --> 00:01:54,180 so we wanna really distill all the research but

57 00:01:54,180 --> 00:01:57,375 what's magical about this is that it's all intuitive,

58 00:01:57,375 --> 00:01:58,965 that you see here baby,

59 00:01:58,965 --> 00:02:00,420 they're prog they're pre-programmed and

60 00:02:00,420 --> 00:02:01,800 they're hungry to learn different things at

61 00:02:01,800 --> 00:02:04,620 different stages and so you discover that as a parent

62 00:02:04,620 --> 00:02:06,150 that really it's research but

63 00:02:06,150 --> 00:02:08,080 it's also so much intuition.