How we began
Butterflies began as the brainchild of New Zealand educationalist Heather Fepuleai. As a teacher of new entrants, Heather was passionate about helping children, and their teachers, take those first important steps into reading and writing.
From her classroom experience, Heather developed the original Butterflies cards - resources that quickly became trusted, timeless teaching tools in New Zealand and Australian classrooms. For generations, these cards have supported literacy journeys and helped teachers build strong learning foundations.
We believe every child deserves the best possible start to learning. That’s why we create simple, effective classroom tools designed to support teachers and inspire confident, capable learners from day one.
Our resources are developed by educators, for educators, thoughtfully crafted to complement structured literacy and numeracy programmes in the early years of schooling. Whether it’s supporting oral language, building number confidence, or easing the transition from early childhood education to school, our tools are designed to make a meaningful difference.
A special relationship with School Start First Impressions
In 2024, Butterflies joined the School Start First Impressions (SSFI) whānau, a charity dedicated to helping all Kiwi kids start school feeling proud, included, and ready to learn. SSFI works to reduce barriers to education for families experiencing material hardship, providing uniforms, stationery, backpacks, lunch boxes, books, and more for new entrants.
Butterflies and SSFI have always been connected, Butterflies cards were gifted in School Start packs long before they partnered. Now, that connection is even stronger: 100% of Butterflies’ profits go directly to supporting the work of SSFI, ensuring more children can start school with confidence and joy.
From our customers
