Award-winning toy creator Sydney Wiseman and family physician Dr. Kaitlin Wiseman have launched Playhouse MD, a brand aiming to transform pediatric healthcare by combining clinical care with the power of play.
Playhouse MD features doctor-designed medical devices brought to life with friendly characters and interactive storytelling. The products are designed to ease common childhood healthcare challenges, like giving medicine or relieving congestion, through playful, kid-friendly tools that help reduce stress for both children and caregivers.
As a doctor and mom of two, I know firsthand how challenging pediatric care can be,” says Dr. Kaitlin Wiseman, Co-Founder and Chief Medical Officer of Playhouse MD. “At Playhouse MD, we’re not reinventing the science behind medical devices — we’re reimagining the care experience. By telling a story through friendly characters like narwhals, butterflies, and elephants, we help turn tough healthcare moments into playful, cooperative ones. The result isn’t just more smiles; it’s a stronger connection between children and their parents and a more positive relationship with healthcare.”
The brand’s debut lineup includes the Booger Buddy collection, featuring nasal aspirators and bulbs with light-up animal characters like elephants and narwhals, and the Medicine Buddy collection, which uses pacifier attachments and curved channels to help deliver medicine more easily and reduce spit-up.
Playhouse MD devices come with the brand’s signature Playful Prompts Guide, offering caregivers suggestions for engaging children through storytelling and imagination during healthcare routines.
“As a toymaker, I’ve always believed in the magic of a child’s imagination — it’s pure, powerful, and endlessly creative,” says Sydney Wiseman, Co-Founder and Chief Play Officer of Playhouse MD. “We saw a unique opportunity to bring that same spark into healthcare by reimagining everyday challenges through the lens of play. With our playful prompts and characters, our goal is to turn tough moments into imaginative ones and help kids feel more at ease, and give parents a little more peace of mind.”
The brand is available now online and will expand to retailers including Amazon, Babylist, and Target.
Playhouse MD was co-founded by the Wiseman sisters with entrepreneur Michael Kamins. The brand has also received support from prominent figures in the toy industry, including former Hasbro Chairman and CEO Alan Hassenfeld.
“My life’s work has been rooted in the belief that play is more than entertainment – it’s a vital part of how children grow, learn, and understand the world around them,” says Alan Hassenfeld, former Chairman and CEO of Hasbro, and investor in Playhouse MD. “That same philosophy lives in Playhouse MD with their innovative approach that brings clinical care into a child’s world with empathy, creativity, and joy. By integrating play into healthcare, they’re not only easing fear; they’re building trust, confidence, and lasting emotional well-being, and I’m honored to partner with a team that’s so aligned with my own personal values.”
For more information, visit playhousemd.com
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