# Parent-Targeted Mattresses Dreams and Mumsnet are Collaborating on a Co-Branded Mattress By Laura McQuarrie | Published 2018-02-08 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/co-branded-mattress References: [campaignlive](https://www.campaignlive.co.uk/article/mumsnet-gets-bed-dreams-develop-ultimate-mattress-parents/1456380) & [mumsnet](https://www.mumsnet.com/Talk/sponsored_events/3118636-Want-to-help-Mumsnet-Dreams-create-the-perfect-mattress-Join-our-sleep-panel-and-you-ll-receive-the-mattress-once-it-s-made-NOW-CLOSED) Parenting resource website Mumsnet and bedding brand Dreams are now teaming up to create a co-branded mattress that specifically targets the needs of [sleep-deprived parents and parents-to-be](https://www.trendhunter.com/trends/regalo-baby-1). The partnership began with a survey conducted with 2,000 Mumsnet users, as well as insights collected from a small group of users and influencers. As the mattress is set to respond to the concerns of parents, a small group of consumers was invited to the Dreams Bed Factory for a look into the mattress-making process. At the end of April, the two mattresses will be available to purchase through Dreams. As a good-quality sleep sets the foundation for a positive day, the co-branded mattress designs will prioritize comfort, practicality and affordability for families. The mattress industry has recently experienced a revival through everything from dynamic marketing campaigns to innovative products that simplify delivery and allow for greater customizations to be made by the end user. ## Trend Insights (Trend Hunter) - Score: 2.1/10 - Popularity: 19% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Home](https://www.trendhunter.com/home) ## Key Themes ### Key Themes Behind This Trend - **Customizable Mattresses:** The innovation opportunity lies in creating mattresses that can be personalized and customized to meet the specific needs of sleep-deprived parents. - **Direct-to-consumer Mattress Brands:** The disruptive opportunity exists in creating direct-to-consumer mattress brands that provide convenience, affordability, and a targeted marketing approach to parents and parents-to-be. - **Sleep-related Parenting Products:** This trend opens up an opportunity for the development and marketing of sleep-related parenting products, such as sound machines, smart monitors, and specialized bedding, tailored to address the unique challenges faced by sleep-deprived parents. ### Where This Applies - **Mattress Manufacturing:** Innovations in mattress manufacturing techniques, materials, and designs can help companies cater specifically to the needs of parents and parents-to-be, leading to disruptive advancements in the industry. - **E-commerce:** The e-commerce industry can benefit from the rise of direct-to-consumer mattress brands targeting parents, offering convenience, affordability, and personalized solutions for sleep-deprived individuals. - **Parenting Products:** There is an opportunity for companies within the parenting products industry to develop and market sleep-related products tailored to address the unique challenges faced by parents, providing them with innovative solutions to improve their sleep quality. ## Related on Trend Hunter - [Haute Hassle-Free Bedding Products](https://www.trendhunter.com/trends/night-lark-x-dreams.md) - [Baby-Monitoring Smart Mattresses](https://www.trendhunter.com/trends/babysense-cloud-smart-mattress.md) - [Co-Branded Sleep Studies](https://www.trendhunter.com/trends/national-sleep-foundation.md) - [Kid-Friendly Mattresses](https://www.trendhunter.com/trends/mattress-for-kids.md) - [On-Demand Mattress Deliveries](https://www.trendhunter.com/trends/mattress-firm-and-doordash.md) - [Body-Conforming Mattress Expansions](https://www.trendhunter.com/trends/tempuradapt-collection.md) - [Personalized Performance-Driven Sleep Systems](https://www.trendhunter.com/trends/sleep-just-got-personal.md) - [Functional Sleep Solutions](https://www.trendhunter.com/trends/dr-scholls-bedding-collection.md) - [Kid-Focused Bedding Collections](https://www.trendhunter.com/trends/endy-petit.md)