The tie-up will see creation of a new line of bedding ‘designed by parents, for parents and parents to be’ with the products available to purchase in the retailers stores from April.
Brand extension agency three60brands have been brought on board to assist with product development and branding for the initiative which will include a detailed sleep survey of 2,000 Mumsnet members and a focus group of 10 key users and influencers.
That process saw the Mumsnet focus group invited into the Dreams Bed Factory at Oldbury where they learned about the process of mattress production and components to inform their own search for the ‘ultimate mattress’ for parents.
Mumsnet founder Justine Roberts commented: “For parents, especially those with babies and infants, sleep is an all-consuming issue: how much of it we need, how much we’re actually getting, and how often we’re leaving our car keys in the fridge as a result of the disparity.”
Lisa Bond, chief marketing officer at Dreams added: “As the UK’s most recommended bed company, it is important to us that we have a mattress to suit everyone. That’s why we’re delighted to be working with Mumsnet and its community of parents to develop a mattress specially designed to meet their needs, and to help them get the sleep they deserve.”
The pairing extends to onsite, social and influencer marketing as well as brand licensing to support in store and online sales.
The Dreams collaboration follows a concerted effort by Mumsnet to better connect its influencer network with brands.