Boise startup grows with line of toys and products for babies and toddlers


Lovevery, a local startup focused on child development and subscription-based toys has big plans for growth in Boise.

In 2017, the company launched its first product into the market – a play gym for babies. Now, it sells a variety of age-appropriate play kits, play gyms, and block sets. 

The Boise office has more than 91 employees and is located in the old Bon Marche/Macy’s store on Idaho St. in Downtown Boise. The new office space shares the building with Athlos Academies, which revamped the building in 2017.

Lovevery Boise
A look inside Loververy’s Downtown Boise office space

Founders Jessica Rolph and Roderick Morris decided to build their Lovevery office in Boise when “we found that we could hire a strong initial team to get the product launched.” said Morris.

[Boise company reels in big investment round]

Products built for learning

Development experts design Lovevery’s products for children at different stages of growth – from birth to age three.

“Every product is thoughtfully crafted and rigorously tested to encourage inspired learning,” Morris. 

Boise mom Aletia Flaherty said she received a Lovevery kit for her 5-month-old son, Jack. 

“We appreciate the thought and research that went into putting the play kits together. Same goes for The Play Gym,” Flaherty said. “Great quality, love the overall design of each product (fun colors!) and like the whole concept of an easy to use ‘kit’.” 

Lovevery has a subscription business model starting at $36/month. The company sends play kits every two to three months based on the child’s age.

Products are built with the help of academics, researchers, and practitioners from a wide range of disciplines. Photo courtesy Lovevery

Plans to grow

According to Morris, the company expects to surpass $100 million in revenue within the next couple of years.

In 2019, the privately-owned company successfully raised $22.6 million in capital from private investors including Maveron, Google Ventures, Reach Capital, the Chan Zuckerberg Initiative, Collaborative Fund, and Founder Collective. 

The company is also hiring and currently has over 10 job openings with roles ranging from a product development manager to a data architect. 

Update: An earlier version of this story attributed quotes to a PR spokesperson.  The quotes came from company co-founder Roderick Morris, sent via email.

Anna Daly - BoiseDev Reporter
Anna Daly - BoiseDev Reporter
Anna Daly is a reporter for BoiseDev. She's an Emmy-winning journalist, and a professor at the College of Western Idaho. Contact her at [email protected].

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