Serta to Debut Licensed Spongebob and Dora/Diego Beds

February 1, 2010  by in UnCategorized   

By Home Furnishings Business in Bedding on February 2, 2010 Bedding giant Serta will roll out children's mattresses bearing the popular characters Spongebob Squarepants, Dora the Explorer and Diego after entering into a licensing agreement with Nickelodeon/Viacom Consumer Products (NVCP), it was announced this week at World Furniture Market in Las Vegas.

Under the terms of the license, Serta will produce two beds--one featuring Spongebob, and the other combining the lead characters from the younger-skewed "Dora the Explorer" and "Go Diego Go!" shows--in a variety of styles.

Both beds will be available in twin and full sizes as either traditional innerspring Perfect Sleeper or Visco memory foam models.

"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!

"They're adult-friendly mattresses dressed in a kid-friendly package," she added.

The mattresses feature full-color imprints of the characters on their tops and sides. Serta is also planning to produce memory foam pillows bearing the characters' likenesses.

Balistreri anticipated heavy cross-promotion between Serta and Nickelodeon through TV commercials, Nickelodeon's popular Web site, and other avenues.

Serta plans to make the beds available to retail on April 1st. Anticipated price points for the beds are $199 for the innerspring models and $299 for the foam versions.