Little Sleepies

Our Top Moments of 2025 ✨ 2025, you were good to us. Here's what defined our year: ☁️ Sold our 8 millionth Zippy! ☁️ Premiered our first brand commercial, “Being Little,” which aired on Disney+, Hulu, Paramount, & more. ☁️ Grew our VIP community to 500k members (and counting!) Community is truly the heart of LS. To any VIPs out there, thank you. You are truly the reason why we do what we do. ☁️ Launched the Golden State Collection with Baby2Baby, donating $50K to wildfire relief efforts in our hometown of LA. ☁️ Released our first-ever Newborn Capsule, developed with community feedback in mind — and celebrated with an intimate launch event bringing together celebrity mamas and friends of the brand. ☁️ Participated in our first Prime Day, offering special deals on exclusive-to-Amazon prints, with discounts across 18 fan-fave styles. ☁️ Celebrated our founder, Maradith Frenkel, who made her TV debut on The Today Show. ☁️ Hosted our first Team LS x VIP Group charitable initiative in continued partnership with Alex's Lemonade Stand Foundation. This funded an additional 450 hours of pediatric cancer research while raising awareness for a cause close to our hearts. ☁️ Attended our first Babylist Registry Weekend — meeting expecting mamas in person, introducing them to LS, and helping take some of the guesswork out of registry building. At the center of it all: our team, our partners, and the community that makes this work worth doing. Here's to 2026.

Last weekend, we had the pleasure of hosting Becca Kufrin's baby shower at the Babylist Los Angeles Showroom. 🍼💜 Becca is a soon-to-be mom of two, and you may also know her from ABC's The Bachelorette. The event was full of meaningful conversations, as well as thoughtful gifts for mom, baby, and friends. Becca even got to handpick her gifts from the Newborn Capsule — and she knew exactly what she wanted, since her son Benny practically lived in our Zippies! Supporting her with items she genuinely loved using during her first postpartum journey was a true reflection of what we aim to offer new parents: comfort, ease, and support as they step into a new chapter. It was such a joy to shower Becca and celebrate her family with warmth and LS care. A huge thanks to our friends at Babylist for helping us bring Becca's dream Little Sleepies shower to life! #LittleSleepies #NewParents #BabyShower

Another Black Friday in the books. Our Senior Director of E-commerce, Phoebe Hersh, shared a few reflections on what BFCM looked like behind the scenes this year — and what we're taking into 2026: 🖤 We let our customers lead the planning. For the first time, we asked our VIP community what they wanted to see from Black Friday. That input shaped everything: from bringing back fan-favorite prints to expanding our doorbuster assortment. 🖤 New customers went all-in on family matching. Two of the top five products purchased by first-time shoppers were adult styles, perfect for making special moments this holiday season. 🖤 Being early changed everything. Every team committed to getting ahead… not just on time. That prep gave us clarity, focus, and room to breathe if the unexpected happened. 🖤 Speaking of unexpected: Shopify's admin outage hit mid-drop on Cyber Monday. Not on our bingo card! But the team pivoted fast, adjusted workflows in real time, and kept the customer experience seamless. We're already capturing learnings and building the framework for next year — including some UX enhancements we're excited to prioritize. Huge shoutout to Phoebe and the cross-functional teams who made this week run so smoothly. 👏

We had such a wonderful time at our first-ever Babylist Registry Weekend! 💜🍼 Our team loved meeting so many expecting mamas and parents-to-be. Guests had the chance to listen in on an insightful expert discussion on newborn sleep, and experience the excitement of building their registries in person. A huge thank you to our friends at Babylist for having us, and to everyone who stopped by and made the weekend so special. We’re so grateful to be part of your growing families! ✨ #LittleSleepies #BabylistRegistryWeekend #Community #NewParents

It's live! We’re thrilled to share that our 2025 Shutterfly x Little Sleepies Collab is officially back, just in time for the holidays. 🎄💌✨ After an incredible response from our community last year, we’ve teamed up once again to transform our Holiday Collection’s most-loved prints into cards and ornaments for our LS fam to personalize. This collaboration celebrates the magic of togetherness — bringing the heart of LS to life in a whole new way and turning those matching family moments into keepsakes that last well beyond the season. And because giving back is what makes the season truly bright, a portion of every Shutterfly x Little Sleepies purchase will be donated to Baby2Baby. Together, we'll help provide children in need with diapers, clothing, and other essentials. A huge thank you to our friends at Shutterfly for once again helping us bring comfort, connection, and joy to families. Tap the link to explore the full collection: https://lnkd.in/gTFS3DJ6

Making the early days with baby a little easier 🌙 Those first days home with a newborn are a blur: sweet, exhausting, and everything in between. That’s why we designed the Newborn Capsule with moms like Danielle Zaslavskaya in mind. As a mama of two, she knows how comfort and simplicity matter most in those first weeks. Here are a few reasons she loves the Capsule, with quotes from her recent Babylist feature: ☁️ Designed by moms, for moms. Comfort and flexibility were at the top of Danielle’s list — and this Capsule delivered both. “I remember the first time I felt the fabric and was like, ‘Okay, this is different,’” she said. “It’s buttery-soft and feels amazing on the skin, perfect for sensitive newborns.” ☁️ Ease for every day. Buttery soft fabrics and mix-and-match styles bring comfort (and a little calm) to the newborn stage. “They feel elevated without trying too hard. The fit is flattering, the colors are beautiful and I love that they make me and the kids feel cute and coordinated.” ☁️ Durability made to last. With all the night feedings to endless laundry cycles, Danielle prioritizes high-quality fabrics built to last for her kids’ pajamas. “The quality has been amazing. I’ve tried other pajamas that lost their softness or faded quickly, and these still feel brand new. Little Sleepies uses their signature Lunaluxe bamboo fabric, and it’s held up so well through countless washes.” Read more here: https://lnkd.in/g5yCq2HR

We just wrapped our Holiday Collection launch, and it was our biggest and best collection yet — and the season is just getting started. 🎄🎁 Here’s a peek at what we did differently this year: 🎁 Extended our traditional sneak peek to a 7-Day Countdown of print reveals where our VIPs chose the first print sneak (10K+ VIPs cast a vote!) and enjoyed exclusive giveaways throughout. This drove active community engagement and got our VIPs involved in the process. 🎁 Crafted the collection specifically to represent family traditions throughout the season. We know the importance of traditions across different families, so this collection was intentionally designed to honor those meaningful moments — from baking cookies and writing letters to Santa to picking out the tree. 🎁 Brought back two prints based on direct community feedback from a survey we conducted in November 2024. Twinkling Trees topped the charts with 10K votes from our VIPs for its return. 🎁 Launched our first-ever “Baby’s First Christmas” collection to celebrate this milestone and build on the success of our Newborn Capsule launch last month. From Santa bibs to a First Christmas Blanket made for those overhead photo moments, these picture-perfect pieces pair beautifully with the rest of the family’s Little Sleepies — while giving the tiniest ones something extra special. 🎁 Gave our Hanukkah collection its own dedicated drop for the second year instead of bundling it with other holiday releases. This strategic timing ensures it gets proper attention without being overshadowed. This year’s Holiday Collection was our best yet because we put learnings into action and leaned into community feedback at every stage. From design decisions to launch strategy, our community helped shape the outcome — and we’re so proud of how it all came together. ❤️ Shop the Holiday Collection here: https://lnkd.in/eYx-8py7

Last month, we hosted our Teacher Classroom Wishlist campaign, and we were blown away by the heartfelt video entries from hundreds of incredible educators. Please join us in celebrating ⁠the winners! 💛 ⁠ A little bit about the initiative: We're gifting ten incredible teachers up to $1,000 in wishlist items, and our grand prize winner, Tracy Alejandro, will enjoy a pajama pizza party with her students — complete with matching Little Sleepies PJs. 🍎✏️ Thank you to all the amazing educators who go above and beyond every day! #SupportTeachers #TeacherAppreciation #LittleSleepiesGivesBack

We were thrilled to host our first celebrity event celebrating the launch of our Newborn Capsule! 🍼💛 From flower crowns to custom embroidery stations, it was truly a magical day full of community, product education, and joy.⁠ Seeing our collection come to life in such a meaningful setting reflected the heart behind this capsule — a thoughtful collection of products designed to support families through their littles' earliest moments. ⁠ A huge thank you to everyone who joined us to celebrate this special milestone — seeing our community and some of our favorite celebs come together to feel (quite literally!) the magic of our brand made the launch even more unforgettable. Take a peek at some sweet moments from the event! #LittleSleepies #ExperientialMarketing #CommunityBuilding

This September, we're hitting the road (and the treadmill, and the bike!) for the Million Mile Challenge with Alex's Lemonade Stand Foundation 💪🍋 To date, Little Sleepies has raised over $1 million for ALSF, supporting families experiencing childhood cancer and funding critical pediatric cancer research. Beyond fundraising, we’ve proudly raised awareness through our Lemonade Days initiative (read all about it here: https://lnkd.in/gh-SeYzy ) and by gifting our cozy PJs to childhood cancer heroes and their families. Here’s how we’re getting involved this month: 👟 Our team has a dedicated Little Sleepies page on the ALSF site where we'll be logging miles walked, run, or cycled — and donate along the way. 🎵 To keep the momentum going, we’re building a collaborative Spotify playlist to motivate each other mile after mile. Join us in making every mile count! Register now: https://lnkd.in/g9a3ghak #LittleSleepies #LittleSleepiesCommunity #MillionMileChallenge #AlexsLemonadeStandFoundation