DIY Seder Innovates the Customized Haggadah, Just in Time for Passover

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Easy Tool for Modern Families to Create a Personalized Haggadah and more meaningful Passover

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In keeping with Passover’s philosophy of learning by asking questions, DIY Seder allows for new insights and perspective

DIY Holiday Co. creates digital tools to help people customize and enhance their holiday celebrations. DIY Seder, their first product, launched today - about a week before the Jewish holiday of Passover begins on April 18, 2011. The browser-based tool allows families to create their own personalized Haggadah, an integral part of the holiday.

DIY Seder worked with experts to blend the traditional blessings and stories of the holiday with new opportunities to integrate Passover-themed content. DIY Seder has created and curated Passover content relating to current events, foodies, kids activities and songs. All of the content has been professionally designed and edited, the experienced team is led by company founder Toby Sanders. Ms Sanders, an MIT and Columbia University graduate, has formerly held senior management positions at MaMaMedia as well as United Media.

"In keeping with Passover’s philosophy of learning by asking questions, DIY Seder allows for new insights and perspectives and even supports the evolution of family traditions through deeper understandings of the symbolism and story,” explained Ms. Sanders. The tool was initially developed to better serve today’s more diverse and interfaith Jewish audience and help people broaden their Passover tradition. But a surprising and unintended benefit emerged as the site was being user-tested: DIY Seder's interactive and creative approach helped people jettison past associations of long and boring Seders.

Toby Sanders believes that holidays should be meaningfully celebrated and it is up to the families themselves to decide which traditions to adhere to strictly and which ones can be relaxed. While not for everyone, this approach is aimed at bringing people back, or more enthusiastically, to the Passover table.


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Toby L. Sanders
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