The Sequoia Publishing & Media LLC was set up in March 2017. It was founded upon the start-up team and self-owned products of Phoenix International Publications Inc (PIP), a Chicago-based subsidiary of Phoenix Publishing & Media Group (PPMG), and aims to further increase PIP's market share and enhance its own competitiveness. 

Operating independently, the company consists of a team of 10 members and is mainly in charge of product innovation and sales. It has seen efficiency in cost saving by sharing printing, logistics and warehouse services with PIP. To date, the company has developed over 20 new products and promoted them in the North American market in 2018. It will continue to make its children's titles familiar to local readers, increase its market share and generate greater profits.