Serta to produce Nickelodeon mattresses
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-- Kids Today, 2/1/2010 12:00:00 AM
HOFFMAN ESTATES, Ill. —
Serta has signed an exclusive licensing agreement with Nickelodeon/Viacom Consumer Products (NVCP), to produce a co-branded line of children’s mattresses. The new collection will feature the likeness of some of Nickelodeon’s most beloved properties like Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go! The line debuted at the Las Vegas Market earlier this month.
“We are so excited to partner with NVCP to bring kids’ bedding to a whole new level,” said Serta Vice President of Brand Management Maria Balistreri. “We are incorporating advanced features to provide children with better comfort and support for their growing bodies. Plus, these new mattresses will help make bedtime easier for parents; kids will actually be excited for bedtime thanks to Dora, Diego and SpongeBob.”
The new mattresses are available in both traditional innerspring and Visco-memory foam models. The innerspring collection is an extension of Serta’ flagship Perfect Sleeper collection, featuring the patented Continuous Coil Innerspring and Advanced Comfort Quilt. Plus, every mattress in the collection will feature stain and liquid resistant technology to help parents keep the mattress clean over time.
According to Balistreri, the Nickelodeon mattress collection is a win-win situation for retailer and consumer. “These new mattresses incorporate comfort and support features not often found in kids’ bedding – plus the added value of the Nickelodeon characters – making them extremely appealing to parents. Retailers will benefit from advertising the Nickelodeon brand which will lead to increased store traffic.”
Nickelodeon & Viacom Consumer Products manages the world’s third largest licensing business, representing leading properties such as SpongeBob SquarePants and Dora the Explorer, and managing merchandising for Nick Jr., Nickelodeon, Comedy Central, MTVN International, and Spike TV.
Nickelodeon, now in its 30th anniversary year, is a top entertainment brand for kids. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in almost 100 million households and has been the number-one-rated basic cable network for more than 15 consecutive years.
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