WHO WE ARE
Wild Life Outdoor Adventures is a mission-driven company dedicated to helping kids and their grown-ups to reconnect with nature through educational outdoor tools, toys, and field guides. Our award-winning products make outdoor play both fun and enriching, blending learning with adventure to create lasting memories.
Join us in creating adventures that inspire curiosity and exploration.
Join the Wild Life.
Jenelle Peterson
Inspired by her own childhood of tree forts and (peddle) bike gangs, Jenelle launched Wild Life in 2020 to spark kids’ imaginations and get families outside more often. From navigating parenthood to building an international brand, she’s on a mission to bring adventure, resilience, and a little mud back into every kid’s life.
Mike Oprins
Mike brings years of experience with global giants like Borders, Toys R Us, and McDonald's. Now he's found his passion helping founders unlock growth. As a parent, grandparent, and outdoor enthusiast, Mike is excited to map the way forward as Wild Life becomes an internationally recognized brand that champions the essential role of outdoor play.
Our Vision
Wild Life exists to inspire connect with nature through durable, timeless toys and tools, designed to make it easy and fun for kids and their grown-ups to create lasting memories outdoors
Our WHY
Outdoor play is disappearing from childhood. Studies show that only one-third of children in North America meet basic physical literacy standards. Screen time dominates daily life—only 9% of kids ages 5-12 get the recommended 60 minutes of physical activity.
Outdoor play is crucial for building resilience, problem-solving skills, and emotional regulation. Children learn to handle risk, overcome failure, and develop independence. The decline of this type of play has left children vulnerable to mental health challenges. Since 2010 there's been a sharp increase in depressive episodes and anxiety leading to hospital admissions across Canada, USA, Australia and the UK.
Parents understand the importance of outdoor time, but today’s fast-paced world makes it difficult to prioritize, and create engaging gamified outdoor experiences for their kids.