Butterflies was the brainchild of New Zealand educationalist Heather Fepuleai.

As a teacher of new entrants, Heather was passionate about supporting them, and their teachers, as these young students began to read and write.

The Butterflies cards were developed from her classroom experience and have gone on to be trusted and timeless teaching tools in New Zealand and Australian classrooms, assisting generations on their literacy journey.

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A special relationship ​

In 2024 Butterflies was acquired by the founders of the charity School Start First Impressions,

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The School Start First Impressions team is passionate about ensuring all kiwi kids start their school journey off feeling proud, included and special. They particularly work to reduce barriers to education families living in material hardship face. With the support of grants, community fundraising, corporate sponsorship and generous individual or family donations, they provide uniforms, stationery, a backpack, lunch box, books and so on to new entrants.

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Butterflies was always a part of the School Start team as Butterflies cards were gifted and included in School Start packs.

Now that relationship is even stronger as 100% of the Butterflies profits, is directed to support the work of School Start First Impressions. 

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You can find out more about the work of School Start First Impressions here.  

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