The Sammy Rabbit Origin Story
Sammy Rabbit was born out of hundreds of heartfelt conversations I had with adults and parents, many of whom shared the same lingering regret:
I wish I had started saving and investing earlier in life. I wish my parents had taught me about money when I was a kid.
Hearing that over and over during my time as a financial advisor made me reflect on my own upbringing—and why, at 21, when I received my first professional paycheck, I made the decision to pay myself first and learn to live on less than I earned.
I grew up in a family of seven, living near the poverty line. We didn’t have “extra” money—but we had something just as valuable: essential lessons about money. My late father was fond of saying, “Kids, you can have anything you want—if you’re willing to work for it.”
For my siblings and me, that psychology proved powerful. Today, many personal finance experts would call it a money mindset—a belief system that shapes how you think, feel, and act with money.
Reflecting on those hundreds of conversations filled with regret, alongside my own experience receiving early guidance, one thing became clear: my parents’ thoughtful and consistent teachings about money made a world of difference.
In that moment, it became crystal clear—I had to do something. It lit a fire within me—a call to purposeful action to help as many children and families as possible find a roadmap to greater financial security, independence, and freedom.
A Profound and Life-Changing Mission
For me, it became clear that a child's financial education needs to start as early as possible—and for three powerful reasons:
First, my own experience—being taught about money practically right out of the womb. Okay, maybe it was around age four or five, right when the “gimmes” start to kick in.
Second, advertisers have proven they can shape young children’s minds, hearts, and spending habits—even when kids are still in diapers.
Third, technology companies are doing the similar and often for good—with an extraordinary, generational impact.
And so, in 2001—staring right into the uncertainty of 9/11—Sammy Rabbit was created: a warm, lovable, family-friendly champion with one mission—to make it easy and fun for anyone—parents, teachers, or community leaders—to help kids develop great money habits before harmful ones take root.
Sammy’s First Words: “Saving Is a Great Habit!”
Sammy made his debut in a one-of-a-kind interactive storybook delivering a simple, powerful message: “Saving is a great habit! Saving is a great habit! Saving is a great habit!”
That message sparked a movement.
Since then, Sammy has grown into much more:
A second book.
Dozens of activities
25 original songs
SammyRabbit.com
Dream Big Initiatives
And over ten years of live performances reaching more than a quarter million children across the globe.
Breaking the Cycle
The more I listened, the more concerned I became.
It wasn’t just that parents hadn’t learned about money growing up—they still weren’t teaching their own kids.
To me, that’s a devastating cycle. One Sammy was built to break.
Dreaming and Doing Big—One Step at a Time!
Along the way, Sammy began earning awards, grabbing headlines, and partnering with world-renowned organizations like the U.S. Department of Defense, Citigroup, and the Girl Scouts.
One standout success was the Sammy Rabbit–Air Force Aid Society Financial Education Initiative.
Sammy’s Next Chapter
Sammy realized something powerful:
Kids and parents trusted him.
They loved learning with him.
He could make an impact that might last generations—if he could scale.
To do that, Sammy would need to grow beyond grassroots.
He’d need to animate his presence—on screens, on mobile, on platforms where families live and learn.
That means more marketing, better distribution, a world-class team, and funding to match.
With the right support, Sammy could become a global force for good—
A billion-dollar brand like his friends Dora, Elmo, and Mickey.
Imagine: Sammyland. A “Disneyesque” enterprise that inspires kids to dream big and build smart money habits from the start.
What Sammy Learned
Through his journey, Sammy discovered this:
Education that speaks to the head, the heart, and offers a hug resonates across cultures, incomes, and generations.
That’s Sammy’s approach—and it works.
Support the Mission
Sammy’s mission is clear: Inspire kids and families to dream big and develop money habits and life skills that lead to more secure, free, and fulfilling lives.
Let’s make that happen—together.
Contact Sammy Rabbit to support the mission: contact@SammyRabbit.com