KiwiCo
KiwiCo is a private direct-to-consumer subscription company designing and delivering hands-on STEAM project kits across eight age-tiered lines for children and adults. Founded in 2011, it has shipped over 50 million crates globally and expanded into retail in 2024.
- Company typePrivate
- Founded2011
- HeadquartersMountain View, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What KiwiCo does
KiwiCo, Inc. is a privately-held children's education and consumer products company founded in 2011 by Sandra Oh Lin and headquartered in San Francisco, California. The company designs, develops, and delivers hands-on STEAM (Science, Technology, Engineering, Art, and Math) project kits organized into eight age-segmented subscription product lines — Panda Crate (0-36 months), Koala Crate (3-6), Kiwi Crate (6-9), Atlas Crate (6-12, geography), Doodle Crate (6-12, art), Tinker Crate (9-12), Maker Crate (12-100, art/design), and Eureka Crate (12-100, engineering) — plus a KiwiCo Clubs subscription introduced in October 2024. Each kit combines physical materials, instructional content, activity guides, and digital extensions designed with input from pediatric and child development experts including Dr. Dimitri Christakis of Seattle Children's Hospital and Stanford University science education advisors. KiwiCo has delivered over 50 million crates globally across these product lines.
The business model centers on recurring subscription revenue across the age-tiered crate lines, supplemented by one-time e-commerce purchases of individual science kits, art supplies, and toys at price points from $4.95 to $179.95, gift card sales, baby registry sales, and a dedicated B2B education division (education.kiwico.com) serving schools and groups with bulk classroom orders. Pricing tiers range from $42 per bi-monthly Panda Crate Essentials up to $82 for Panda Crate Deluxe, with monthly subscriptions for older cohorts, free U.S. shipping, member perks, and promotional offers (e.g., 40% off first crate). Go-to-market combines DTC e-commerce through kiwico.com, retail distribution across 800 Target and 450 Barnes & Noble stores (added July 2024), international shipping to 40+ countries with multi-currency support, and baby-registry listings on Target, Babylist, Amazon, and MyRegistry.
The company serves primarily parents and caregivers across five distinct age-segmented customer groups, with a strong bias toward early-childhood and school-age cohorts and a secondary institutional segment in K-12 and homeschool education. A multi-channel marketing engine supports acquisition, including social media (1.3M Facebook, 960k Instagram, 349k YouTube, 188k TikTok, 141.9k Pinterest followers), influencer and parenting-expert partnerships, an affiliate program, and earned media coverage. Leadership is anchored by founder and CEO Sandra Oh Lin, supported by a formalized executive team including a Chief Revenue Officer, Chief Operating Officer, Chief Product & Merchandising Officer, and senior directors across finance, e-commerce, and operations.
KiwiCo firmographics
Firmographics- Name
- KiwiCo
- Legal name
- KiwiCo, Inc.
- Website
- https://kiwico.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- KiwiCo is a private direct-to-consumer subscription company designing and delivering hands-on STEAM project kits across eight age-tiered lines for children and adults. Founded in 2011, it has shipped over 50 million crates globally and expanded into retail in 2024.
- Ownership category
- akta.pro rank
KiwiCo industry classification
Industry- Product category
- Children's STEAM Subscription Kits
- NAICS
- Hobby, Toy, and Game Retailers (45912), Hobby, Toy, and Game Retailers (459120)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)
- akta.pro primary industry
- Educational Supplies & Learning Toys Retail (CRALAIAL)
- akta.pro secondary industries
- Kids Crafts & Educational Craft Kits Retail (CRALACAG), DIY Kits, STEM Electronics & Maker Bundles Retail (CRACAKAN), Educational/Children’s Learning Games & Puzzles Retail (CRALALAN)
Keywords
Where KiwiCo is headquartered
LocationHeadquarters
- HQ city
- Mountain View
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
KiwiCo business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Subscription Boxes: Recurring monthly or bi-monthly subscription revenue from eight different subscription crate products targeting ages 0-100+. Customers subscribe to receive curated STEM/STEAM project kits delivered on a recurring schedule.
- Individual Product Sales: One-time purchase revenue from individual science kits, art supplies, toys, and project materials sold through the KiwiCo online store. Products range from $4.95 to $179.95.
- Gift Cards: Digital and potentially physical gift card sales allowing recipients to apply credit toward KiwiCo subscriptions or products.
- Baby Registry Integration: Partnership with Target and Babylist for baby registry integration, driving sales through registry purchases.
- Education/B2B Sales: Bulk orders, classroom packs, and school/group programs through education.kiwico.com for educational institutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Pay-as-you-go | Panda Crate Essentials - Basic developmental crate for babies 0-36 months |
| Subscription | Pay-as-you-go | Panda Crate Plus - Enhanced crate with grow-with-me toys |
| Subscription | Pay-as-you-go | Panda Crate Deluxe - Premium tier with books |
| Subscription | Monthly | Koala Crate - Monthly activity box for ages 3-6 |
| Subscription | Monthly | Kiwi Crate - Science and art projects for ages 6-9 |
| Subscription | Monthly | Atlas Crate - Geography and culture subscription for ages 6-12 |
| Subscription | Monthly | Doodle Crate - Art and craft subscription for ages 6-12 |
| Subscription | Monthly | Tinker Crate - Science and engineering for ages 9-12 |
| Subscription | Monthly | Maker Crate - Art and design for ages 12-100 |
| Subscription | Monthly | Eureka Crate - Engineering and design for ages 12-100 |
| Unit Pricing | Pay-as-you-go | Individual Store Products |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
KiwiCo product offering
Product offeringCore offering
KiwiCo designs, manufactures, and ships age-segmented STEAM (Science, Technology, Engineering, Art, Math) subscription crates and individual educational kits for children from birth through adulthood. The company sells directly through kiwico.com, through major physical retail partners (Target and Barnes & Noble), and via an education division serving schools and groups with bulk classroom materials.
Product overview
KiwiCo operates a multi-tiered subscription-based children's educational product business offering 8 distinct age-appropriate subscription crates: Panda Crate (0-36 months), Koala Crate (3-6 years), Kiwi Crate (6-9 years), Atlas Crate (6-12 years), Doodle Crate (6-12 years), Tinker Crate (9-12 years), Maker Crate (12-100), and Eureka Crate (12-100). These subscription crates deliver hands-on STEAM projects monthly or bimonthly, each containing age-specific materials, instructions, and activity guides. Additionally, KiwiCo operates an e-commerce store selling individual science kits, art supplies, toys, and books across categories including electronics, chemistry, motion & mechanics, pretend play, animals & nature, and project & book gift sets. The subscription crates and individual products are designed with input from child development experts including Dr. Dimitri Christakis of Seattle Children's Hospital.
Differentiator
Problem solved
Functional benefit
Brands
- Panda Crate: Baby and toddler subscription box for ages 0-36 months focusing on brain-building play and developmental milestones.
- Koala Crate
- Kiwi Crate
- Atlas Crate
- Doodle Crate
- Tinker Crate
- Maker Crate
- Eureka Crate
- KiwiCo Clubs
Products and services
- Panda Crate Bi-monthly subscription play kit for babies and toddlers from birth to 36 months, delivering age-specific toys, caregiver activity guides, and sensory materials aligned with developmental milestones. Co-developed with Dr. Dimitri Christakis of Seattle Children's Hospital and offered in partnership with Emily Oster's ParentData. 4.8-star rating across 3,197 reviews.
- Koala Crate Monthly activity box for children ages 3–6 featuring age-appropriate themed hands-on toys, builds, and storybooks designed to build confidence and develop early skills. 4.7-star rating across 9,381 reviews.
- Kiwi Crate Monthly science box for children ages 6–9 delivering STEAM projects with instructions, materials, and bonus challenges that teach science, art, and engineering concepts. 4.7-star rating across 13,608 reviews.
- Atlas Crate Monthly geography and culture subscription box for children ages 6–12, delivering hands-on projects, recipes, and exclusive collectible pins exploring different countries and cultures. 4.7-star rating across 2,839 reviews.
- Doodle Crate Monthly art and craft subscription box for children ages 6–12, providing craft projects with step-by-step instructions and all materials needed to explore new art techniques and build creative confidence. 4.7-star rating across 3,229 reviews.
- Tinker Crate Monthly engineering kit for children ages 9–12 offering hands-on STEM projects with a 'low threshold, high ceiling' design that makes science and engineering accessible while building problem-solving skills. 4.7-star rating across 11,235 reviews.
- Maker Crate Monthly craft kit for teens and adults ages 12–100, featuring design projects that explore new mediums and techniques with step-by-step tutorial videos and materials for functional art creation. 4.7-star rating across 847 reviews.
- Eureka Crate Monthly engineering and design subscription for teens and adults ages 12–100, featuring complex builds such as desk lamps, ukuleles, and pinball machines that teach engineering and design principles. 4.8-star rating across 4,537 reviews.
- KiwiCo Clubs STEM toy subscription service launched in October 2024, endorsed by parenting experts for its educational value and designed to expand KiwiCo's subscription footprint.
- KiwiCo Store individual kits and supplies Direct-to-consumer e-commerce storefront at kiwico.com/store offering one-time-purchase individual science kits, art supplies, toys, books, and project and gift sets across categories including electronics, chemistry, motion & mechanics, pretend play, animals & nature, and art kits. Free shipping on orders over $75.
- KiwiCo Education (Schools & Groups) B2B service for K-12 schools, homeschool groups, and educational institutions providing bulk orders, classroom packs, custom programs, and quote-based purchasing of KiwiCo STEAM kits and curriculum.
- KiwiCo Gift Cards Digital gift cards sold through kiwico.com that recipients can redeem toward KiwiCo subscription crates or individual store products, used for birthdays, baby showers, and holiday gifting.
Quantifiable outcome
- Over 50 million crates delivered worldwide
- +2 more outcomes
Companies that use KiwiCo
Customer profileNamed customers4 records
Segments5 records
Ideal customer profiles5 records
KiwiCo technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
KiwiCo partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, strategic and minor.
- TargetcoreKiwiCo launched its children's education products in 800 Target stores in July 2024, targeting diverse customer segments ahead of the back-to-school season. This retail partnership marks a significant expansion beyond online-only sales after over a decade of online-only business.
- Barnes & NoblecoreKiwiCo launched its children's education products in 450 Barnes & Noble stores in July 2024, expanding distribution alongside Target partnership. This represents the company's first major retail presence after over a decade of online-only sales.
- Dr. Dimitri Christakis (Seattle Children's Hospital)coreSeattle Children's Hospital pediatrician Dr. Dimitri Christakis, MD, MPH helps develop KiwiCo products and curriculum, particularly for Panda Crate. His expertise in child development informs the age-specific design and milestone-aligned approach of the products.
- Emily Oster / ParentDatastrategicPartnership with Emily Oster's ParentData provides KiwiCo customers with exclusive discounts and data-driven parenting guidance. Emily Oster is the author of Expecting Better, Cribsheet, The Family Firm & The Unexpected, and CEO of ParentData.
- BabylistminorKiwiCo products are available through Babylist baby registry, allowing gift-giving for baby showers and new parents.
- Target Baby RegistryminorKiwiCo products integrated into Target's baby registry platform, enabling parents to add KiwiCo items to their baby registries for gift occasions.
Scale indicators16 records
Recent moves6 records
Expansion highlights6 records
KiwiCo competitors and assessment
Company assessmentDirect peers
- Lovevery: Subscription-based baby and toddler development toy company; directly competes with KiwiCo's Panda Crate line in the 0-36 months milestone-driven developmental play segment.
- Little Passports: Subscription box delivering geography and culture-themed activities for kids; directly comparable to KiwiCo's Atlas Crate line and the broader monthly subscription model.
- Raddish Kids: Subscription-based cooking kits for kids with curriculum content; comparable to KiwiCo's subscription model, age-tier structure, and hands-on learning approach.
- Green Kid Crafts: Monthly STEAM and nature-themed craft subscription box for kids; directly competes with KiwiCo's Doodle and Tinker Crates on craft and STEM subscription positioning.
- Bitsbox: STEM-focused subscription delivering monthly coding and technology projects for kids; comparable to KiwiCo's Tinker and Eureka Crates on the STEM subscription front.
Others
- Babylist: Baby registry and parenting marketplace; KiwiCo's channel partner via Babylist registry integration, representing an adjacent ecosystem player rather than a direct competitor.
Emerging players
- Fat Brain Toys: Specialty retailer focused on developmental and STEM toys; adjacent competitor carrying many products similar to KiwiCo's individual store SKUs (electronics, motion/mechanics, science kits).
Broad incumbents
- LEGO Education: STEAM learning arm of LEGO targeting schools and consumers; broader incumbent with significant resources competing in hands-on STEM kits and curriculum across school and home markets.
- Melissa & Doug: Large educational and developmental toy brand offering age-tiered products; broader incumbent overlapping with KiwiCo's hands-on play, craft, and developmental toy positioning.
- Highlights: Long-established kids educational content and toy brand; broader incumbent with overlapping content and age-targeting across KiwiCo's full age range, though delivered via different formats.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
KiwiCo social profiles
Digital presenceKiwiCo compliance and trust
Trust signalCompliance1 record
KiwiCo financial estimates
Financial estimateRevenue estimate
Valuation estimate
KiwiCo leadership team
Management profileNumber of profiles
Profiles7 records
KiwiCo funding detail
Funding detailFunding overview
Funding rounds4 records
Investors20 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
KiwiCo 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 KiwiCo
What does KiwiCo do?
KiwiCo designs, manufactures, and ships age-segmented STEAM (Science, Technology, Engineering, Art, Math) subscription crates and individual educational kits for children from birth through adulthood. The company sells directly through kiwico.com, through major physical retail partners (Target and Barnes & Noble), and via an education division serving schools and groups with bulk classroom materials.
Is KiwiCo a public or private company?
KiwiCo is a private company. It is classified as venture growth investor backed and is currently operating.
When was KiwiCo founded?
KiwiCo was founded in 2011. It employs 101 to 250 people.
Where is KiwiCo based?
KiwiCo is headquartered in Mountain View, United States, in the North America region.
How does KiwiCo make money?
Five revenue lines are on record. Subscription Boxes are the primary driver. The others are individual Product Sales, gift Cards, baby Registry Integration and education/B2B Sales.
Who are KiwiCo's main competitors?
Direct peers on record are Lovevery, Little Passports, Raddish Kids, Green Kid Crafts and Bitsbox. Babylist is listed as an others. Fat Brain Toys is listed as an emerging player. Broad incumbents are LEGO Education, Melissa & Doug and Highlights.
Does KiwiCo have an API?
No public API is recorded for KiwiCo.
What industry is KiwiCo in?
KiwiCo's product category is Children's STEAM Subscription Kits. Its primary akta.pro industry code is CRALAIAL, Educational Supplies & Learning Toys Retail, with a secondary code of CRALACAG, Kids Crafts & Educational Craft Kits Retail. Its NAICS code is 45912 and its SIC code is 3944.