moonfrye1Former Punky Brewster actress Soleil Moon Frye and former IAC executive Kara Nortman launched their new startup company, Moonfrye today. The co-founders secured $2.5 million in funding led by GRP Partners with participation from Greycroft, Daher Capital, and Google Ventures.

Nortman is the Chief Executive Officer and Frye is the Chief Creative Officer of the venture. Advisors include some of Silicon Valley’s biggest luminaries including Dan Rosensweig , Tim Ferriss , Randi Zuckerberg , Gina Bianchini , Erik Lammerding and Rick Marini .

The company will focus on the crafting and DIY market  by bringing creative experiences to families both online and offline with a mobile app launching this summer. The startup uses business model based on providing a mobile-to-real-world experience for parents and their children. Specific details of the project have yet to be released.

“There’s a restored interest in craftsmanship and DIY. It’s a refreshing change from the reliance on ready-made goods,” said Kevin Rose , General Partner at Google Ventures. “Combining real world experiences with digital tools creates a lot of interesting possibilities when put in the hands of moms and families, and Soleil and Kara have an inspiring vision to bring that to life.”

Before launching, Soleil co-founded the first eco friendly baby store in LA, The Little Seed, and designed a product line for Target. She is currently “Target’s Mommy Ambassador” as well as a regular contributor to The Today Show. Frye advises on a handful of tech companies and has authored two books, “Happy Chaos,” and “Let’s Get This Party Started,” a party planning book filled with crafts, recipes, fun, and affordable DIY ideas for parents, due to be released by Abrams in October.

Nortman most recently ran IAC-owned Citygrid Media’s Consumer Businesses (Citysearch, and Urbanspoon) which serves 35 million consumers per month. Prior to that, Nortman served as IAC’s Vice President of Mergers and Acquisitions.


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