Serta, Nickelodeon team up to offer children's mattresses
New line will be shown at Las Vegas Market
Gerri Hunt -- Furniture Today, January 29, 2010
HOFFMAN ESTATES, Ill. — Serta has signed an exclusive licensing agreement to produce a line of children's mattresses featuring some of TV network Nickelodeon's most beloved properties, like Dora the Explorer, SpongeBob SquarePants and Go, Diego, Go!
The line will be on display in the Serta showroom at next week's Las Vegas Market, in World Market Center A-709 and A-710.
"We are so excited to partner with (Nickelodeon/Viacom Consumer Products) to bring kids' bedding to a whole new level," said Maria Balistreri, Serta vice president of brand management. "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 will be available in both traditional innerspring and memory foam models. The innerspring collection will be an extension of Serta's flagship Perfect Sleeper collection, featuring the patented Continuous Coil Innerspring and Advanced Comfort Quilt. Every mattress in the collection also will feature stain and liquid resistant technology.
"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," said Balistreri.
Nickelodeon/Viacom Consumer Products manages what it says is the world's third largest licensing business.
Nickelodeon offers television programming and production in the United States and around the world, and also is involved in consumer products, recreation, magazines and feature films. Its U.S. television network is seen in almost 100 million households.
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