Generation Mindful
Generation Mindful is a St. Louis-based, founder-led social-emotional learning (SEL) product company that designs, sells, and distributes physical and digital tools — including the Time-In ToolKit, SnuggleBuddies plush, and parenting courses — for parents, educators, schools, and therapists serving children ages 0–12.
- Company typePrivate
- Founded2016
- HeadquartersSt Louis, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Generation Mindful does
Generation Mindful is a privately held, founder-operated social-emotional learning (SEL) product company founded in 2016 by Suzanne Tucker, a physical therapist and parent educator with 30+ years of experience, headquartered in St. Louis, Missouri with a distribution/returns facility in Arnold, MO. The company designs, manufactures (via contract/3PL), and sells a 59+ SKU ecosystem of physical and digital SEL tools for children ages 0–12, caregivers, educators, and therapists, anchored by its flagship Time-In ToolKit® (a calming-corner kit with feelings posters, affirmation cards, and activity mats; $79), SnuggleBuddies™ Emotions Plush ($42) with removable mood emojis, the PeaceMakers™ affirmation card deck, illustrated children's books, 8-book printable activity series, audio meditations, and the six-part GENM Positive Parenting Course ($199), with a 3-month Connected Parent Coaching Program priced at $2,800. Products are CASEL-aligned, available in 7 languages, and built on a proprietary 3-step "Name It, Feel It, Heal It" methodology intended as a connection-based alternative to time-outs; outcome data published with the US Military Family Support Center at Fort Bragg (2022–2025) cites 100% parental-reported child improvement and 96% self-reported improvement after 3 months.
The business model is primarily direct-to-consumer e-commerce through its Shopify storefront (genmindful.com), supplemented by an affiliate program (10–40% commission) and an emerging enterprise/field-sales motion targeting 79+ school districts, childcare organizations, YMCA programs, the Fort Bragg Military Family Support Center, and family-support NGOs with classroom kits ($119–$625), district licensing, and $500 Preschool SEL professional development. A free community app at learn.genmindful.com plus weekly email, a 27+-page blog, 1.5M+ social followers, and founder podcast appearances form a community-led growth engine that funnels users into paid SKUs. Capitalization has been minimal and non-dilutive: a 2016 Kickstarter launch and two Arch Grants awards ($50K in 2018; $100K in 2022) totaling $150,000, with no disclosed venture or institutional equity. The company reaches 500,000+ cumulative customers across 120+ countries, holds 1.5M+ combined social followers, and operates with 1–10 employees under single-founder leadership supplemented by a Chief Creative Officer (Courtney Tharpe); trademarks (Time-In ToolKit®, SnuggleBuddies™, PeaceMakers™, MoveMindfully®, GENM®) and an institutional Fort Bragg validation constitute the primary defensible assets.
Generation Mindful firmographics
Firmographics- Name
- Generation Mindful
- Legal name
- Generation Mindful
- Website
- https://genmindful.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Generation Mindful is a St. Louis-based, founder-led social-emotional learning (SEL) product company that designs, sells, and distributes physical and digital tools — including the Time-In ToolKit, SnuggleBuddies plush, and parenting courses — for parents, educators, schools, and therapists serving children ages 0–12.
- Ownership category
- akta.pro rank
Generation Mindful industry classification
Industry- Product category
- Educational Toys and Social-Emotional Learning Products
- NAICS
- Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912), Child and Youth Services (62411)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Dolls & Stuffed Toys (3942), Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Play-Based SEL & Executive Function Skill-Building Programs (EDACAOAB)
- akta.pro secondary industries
- Social-Emotional Learning (SEL) & Emotional Regulation Programs (EDAMAIAC), Social-Emotional Learning (SEL) & Wellbeing Digital Curriculum (EDAFACAM), Social-Emotional Learning (SEL) & Character Development (EDAGACAC), Mindfulness, Yoga & Self-Regulation Programs for Young Children (EDACAOAE), Family/Parent-Focused SEL & Home Practice Programs (EDACAOAG)
Keywords
Where Generation Mindful is headquartered
LocationHeadquarters
- HQ city
- St Louis
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Generation Mindful business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Physical Product Sales: One-time purchase of physical products including the Time-In ToolKit ($79), SnuggleBuddies Emotions Plush ($42), PeaceMakers cards ($24), bundled packages (Calming Corner Bundle $139, Classroom bundles up to $625). Physical products are the primary revenue driver.
- Online Parenting Courses: The GENM Positive Parenting Course priced at $199 (one-time purchase with lifetime access). Higher-tier Connected Parent Coaching Program at $2,800 for a 3-month program. Make It Stick Parenting Program at $399. Reparent Yourself Masterclass at $197.
- Digital Products & Printables: Digital Calming Corner & Time-In ToolKit at $69, Time-In Activity Book Series PDFs at $39, PeaceMaker's Path Meditations at $26, Heart's Treasure Hunt book at $14, Time-In ToolKit Games Booklet Digital at $19, Classroom SEL Lesson Plans digital. Digital products offer higher margins and 7-language availability.
- Affiliate Commission Revenue: Standard 10% affiliate commission on sales driven by affiliate partners, with up to 40% commission during special product launches and for certain digital products/courses. Provides a channel-driven revenue stream.
- Professional Development / Coaching: Preschool SEL Professional Development course at $500 for educators. Connected Parent Coaching at $2,800 includes 3-month program with consultations. Monthly group coaching calls bundled with the Positive Parenting Course (valued at $240/year).
- Community Membership & App Access: Private community forum access included with course purchase (valued at $99/year). Free app/community at learn.genmindful.com provides free resources as a funnel into paid products and courses.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Time-In ToolKit - Flagship Physical Product |
| Unit Pricing | Pay-as-you-go | SnuggleBuddies Emotions Plush |
| One time/ perpetual license | Pay-as-you-go | GENM Positive Parenting Course |
| Unit Pricing | Pay-as-you-go | Calming Corner Bundle (Bestseller) |
| Unit Pricing | Pay-as-you-go | Classroom Time-In ToolKit Bundle |
| Other | Multi-year contract | Connected Parent Coaching Program |
| Other | Monthly | Affiliate Program |
| Unit Pricing | Pay-as-you-go | Military Discount |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels10 records
Generation Mindful product offering
Product offeringCore offering
Generation Mindful designs and sells play-based social-emotional learning (SEL) tools, toys, and programs that help children ages 0-12 build emotional intelligence and self-regulation. The portfolio centers on the flagship Time-In ToolKit® and SnuggleBuddies™ Emotions Plush, supported by affirmation cards, books, digital printables, online parenting courses, and educator classroom bundles. Products are sold direct-to-consumer through genmindful.com and to schools/districts through a dedicated education sales motion.
Product overview
Generation Mindful is an educational products company offering a portfolio of social-emotional learning (SEL) tools for children, caregivers, and educators. The core offering centers on the Time-In ToolKit® and SnuggleBuddies™ Emotions Plush, complemented by affirmation cards (PeaceMakers), books (Heart's Treasure Hunt), digital resources (activity books, lesson plans, meditations), and courses (GENM Positive Parenting Course, Reparent Yourself Masterclass). Products are designed for ages 0-12+ and used in homes, classrooms, and therapy settings. The portfolio includes physical products (plush toys, posters, card games), digital downloads (printables, courses, meditations), bundles, and coaching services. The company emphasizes play-based, connection-focused approaches to building emotional intelligence.
Differentiator
Problem solved
Functional benefit
Brands
- Time-In ToolKit: A comprehensive set of play-based emotional learning tools designed to help children name, understand, and regulate their emotions. Includes posters, cards, activity mats, and the PeaceMakers affirmation card deck.
- SnuggleBuddies Emotions Plush
- PeaceMakers Affirmation Cards
- GENM Positive Parenting Course
- Calming Corner Bundle
- PeaceMakers
Products and services
- The Time-In ToolKit® Flagship emotional learning toolkit providing step-by-step guidance for setting up calming corners with strengths-based practices. Includes feelings posters, PeaceMakers affirmation cards, activity mat, and Feeling Faces cards for children ages 2-8+. Priced at $79 with a 60-day money-back guarantee.
- SnuggleBuddies™ Emotions Plush
Quantifiable outcome
- 100% of parents said they saw a positive change in their children after 3 months of using the Time-In ToolKit Calming Corner Bundle (US Military Family Support Center, Fort Bragg, 2022-2025)
- +5 more outcomes
Companies that use Generation Mindful
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles4 records
Generation Mindful technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Generation Mindful partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- US Military Family Support Center at Fort Bragg, North CarolinacoreThe US Military Family Support Center at Fort Bragg, NC has partnered with Generation Mindful since 2022 to provide SEL tools to military families. Military outcome data collected from 2022-2025 shows: 100% of parents saw positive change in children, 96% saw positive change in themselves after 3 months, and 92% intend to keep using tools after 12 months. The partnership includes a dedicated 20% military discount (TY4YOURSERVICE20) and formal data collection for program validation.
- MoveMindfullyminorMoveMindfully (mindfulness and movement program for children) partnered with GENM for the Play, Move & Learn Facebook Live event. MoveMindfully offers BREATHE-MOVE-REST method integrating mindfulness, movement, and social-emotional learning. GENM products are sold alongside MoveMindfully offerings. Collection page exists at genmindful.com/collections/movemindfully.
Scale indicators12 records
Recent moves6 records
Expansion highlights6 records
Generation Mindful competitors and assessment
Company assessmentDirect peers
- Big Life Journal: Big Life Journal sells growth-mindset and SEL journals, kits, and courses for kids and parents. Directly comparable to Generation Mindful in targeting parents of young children with physical SEL kits, affirmation-style content, and digital downloads, often cited as a primary competitor in the parenting SEL product category.
- Conscious Discipline: Conscious Discipline is an SEL methodology and curriculum provider for early childhood educators and families. Comparable to Generation Mindful in combining an SEL framework (similar to GENM's 3-step approach) with classroom tools, books, and professional development courses for teachers and administrators.
- Zones of Regulation: Zones of Regulation is a widely adopted SEL framework that uses color-coded emotional zones, explicitly referenced by Generation Mindful as complementary. Comparable as a complementary (and sometimes overlapping) SEL methodology sold through curricula, posters, and books for classrooms and therapy settings.
- MoveMindfully: MoveMindfully is a registered mindfulness/movement program for children and a current GENM partner. Comparable in offering mindfulness-based SEL cards and routines for kids, distributed via overlapping channels and audiences, making it both a partner and a near-peer in the early-childhood mindfulness product category.
- GoZen!: GoZen! creates online SEL programs, workbooks, and animated videos for children ages 5-12. Comparable to Generation Mindful in delivering SEL content to parents and educators via digital products, courses, and workbooks, with a similar focus on anxiety and emotional regulation.
- Hand in Hand Parenting: Hand in Hand Parenting offers parenting courses, coaching, and a community for connection-based discipline. Comparable to Generation Mindful's Positive Parenting Course and Connected Parent Coaching in target audience (cycle-breaking caregivers) and methodology (attachment-based, play-based discipline).
- Positive Parenting Solutions (Amy McCready): Positive Parenting Solutions sells online parenting courses and resources for caregivers seeking non-punitive discipline approaches. Comparable to Generation Mindful's $199 Positive Parenting Course and masterclass offerings in customer segment, course structure, and outcome-focused parenting education.
Broad incumbents
- Committee for Children (Second Step): Committee for Children is a large nonprofit that produces Second Step, one of the most widely adopted SEL curricula in US K-8 schools. Comparable to Generation Mindful's school-facing SEL curriculum and PD offerings, but at much greater scale and with established district/state adoption.
- Panorama Education: Panorama Education is a venture-backed K-12 platform for SEL surveys, curriculum, and student-success tools. Comparable to Generation Mindful's educator channel as a broader SEL platform competing for district SEL budgets, though at a far larger scale and primarily software-delivered.
Emerging players
- CubbyBuddies / SnuggleBuds plush brands: SnuggleBuds and similar plush brands sell emotion-themed stuffed animals for children. Comparable to Generation Mindful's SnuggleBuddies plush line in product format (emotional-learning plush toys) and retail channel, though without the surrounding SEL curriculum ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks2 records
Key highlights7 records
Customer concentration
Generation Mindful social profiles
Digital presenceGeneration Mindful financial estimates
Financial estimateRevenue estimate
Valuation estimate
Generation Mindful leadership team
Management profileNumber of profiles
Profiles2 records
Generation Mindful funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Generation Mindful M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Generation Mindful
What does Generation Mindful do?
Generation Mindful designs and sells play-based social-emotional learning (SEL) tools, toys, and programs that help children ages 0-12 build emotional intelligence and self-regulation. The portfolio centers on the flagship Time-In ToolKit® and SnuggleBuddies™ Emotions Plush, supported by affirmation cards, books, digital printables, online parenting courses, and educator classroom bundles. Products are sold direct-to-consumer through genmindful.com and to schools/districts through a dedicated education sales motion.
Is Generation Mindful a public or private company?
Generation Mindful is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Generation Mindful founded?
Generation Mindful was founded in 2016. It employs 1 to 10 people.
Where is Generation Mindful based?
Generation Mindful is headquartered in St Louis, United States, in the North America region.
How does Generation Mindful make money?
Six revenue lines are on record. Physical Product Sales are the primary driver. The others are online Parenting Courses, digital Products & Printables, affiliate Commission Revenue, professional Development / Coaching and community Membership & App Access.
Who are Generation Mindful's main competitors?
Direct peers on record are Big Life Journal, Conscious Discipline, Zones of Regulation, MoveMindfully, GoZen!, Hand in Hand Parenting and Positive Parenting Solutions (Amy McCready). Broad incumbents are Committee for Children (Second Step) and Panorama Education. CubbyBuddies / SnuggleBuds plush brands is listed as an emerging player.
Does Generation Mindful have an API?
No public API is recorded for Generation Mindful.
What industry is Generation Mindful in?
Generation Mindful's product category is Educational Toys and Social-Emotional Learning Products. Its primary akta.pro industry code is EDACAOAB, Play-Based SEL & Executive Function Skill-Building Programs, with a secondary code of EDAMAIAC, Social-Emotional Learning (SEL) & Emotional Regulation Programs. Its NAICS code is 459120 and its SIC code is 3944.