FORTUNE -- A new startup named Moonfrye is coming out of stealth mode today, with $2.5 million in venture capital funding led by GRP Partners. Other backers include Greycroft Partners, Daher Capital and Google Ventures.
If the company name sounds vaguely familiar, that's probably because you watched Punky Brewster as a kid and saw Soleil Moon Frye's name atop the credits. The child star has since turned her fame into a mom/kid-focused brand, with 1.5 million Twitter followers, a baby store in LA, a clothing line at Target and a regular Today Show spot.
Now comes the new company, which will create an interactive mobile app for parents seeking do-it-yourself projects with young children. Its official launch isn't until this summer, and expect there to be a commerce angle (i.e., purchase the materials – assuming Moonfrye can figure out warehousing and distribution).
Frye, now 36 years-old with two children, tells me she'll be chief creative officer, "involved everyday throughout the day."
The CEO will be Kara Nortman, a former IAC exec (running Citisearch and UrbanSpoon) who was introduced to Frye via mutual friend Dana Settle (a partner with Greycroft). Nortman says that it is the second time she was asked to help lead a "celebrity mom startup," but that this one has a valuable mission, viable business model and down-to-earth celeb (no, she wouldn't identify the other one).
Expect the VC funding to take the company well past product launch.
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LA venture firm adding capital and personnel.
FORTUNE -- GRP Partners, a Los Angeles-based venture capital firm focused on early-stage tech companies, today announced that it has added its first new partner in six years: Greg Bettinelli, former chief marketing officer of HauteLook (acquired by Norstrom in 2011 for $270 million).
But Fortune also has discovered a bunch of firm news that didn't make the Bettinelli press release:
1. GRP has effectively finished raising its MOREDan Primack - Mar 12, 2013 10:37 AM ET
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