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Marketing MLILY Touts The Philanthropic Aspect Of JAMA With Creative Display


By Elaina Hundley MLILY will certainly capture the attention of showroom visitors at the summer Las Vegas Market with its unique Outdoor Ad- venture display. The new display serves an important purpose: to promote MLILY Kids JAMA Collection, a juvenile sleep product line designed to give children their first “big-kid” mattress and pillow. Highlighting the success of the recently launched col- lection and underscoring its philanthropic partnership with Special Spaces—a non- profit that updates bedrooms for critically ill children—MLILY will transform a portion of its 20,000-square-foot showroom into a treehouse-themed bunk bed to replicate a Special Spaces-themed room. As part of the JAMA launch, MLILY an- nounced that it will donate part of the pro- ceeds from the sales of the collection to Spe-


cial Spaces, a Knoxville, Tennessee-based organization and long-time partner of MLILY. Introduced earlier this year, JAMA is already gaining traction with retailers. “We have a very close relationship with Special Spaces, along with other charitable organizations located near our headquarters,” said Stephen Chen, president of MLILY USA. “The tree-house display was designed to demonstrate to our retailers the impact that Special Spaces can have on children, and we are proud to contribute a portion of our pro- ceeds to help to bring happiness to their lives, one bedroom at a time.” Additionally, the display will highlight the company’s newly formed relationship with Haibu—a popular children’s character who engages in outdoor adventures to save en- dangered animals and protect the environ- ment. Adorned with stuffed animals from


Haibu, the structure includes a twin over twin bunk bed nestled within the leaves of branch- es hanging from a realistic tree trunk with mattresses and a pillow from the JAMA Col- lection. A slide, tree and wooden prairie-style swing all complete the immersive and mem- orable display. Designed for children three years of age and older, the JAMA Collection includes two mattresses and an adjustable pillow. All products in the collection adhere to industry safety guidelines for the age group. Each mattress comes packaged with a washable mattress protector. Marketed with bright col- ors and designs meant to appeal to children, the collection is also a worthy investment for parents with its contributions to a charitable cause and positive messaging around pro- tecting endangered species. Visit mlilyusa.com


12 Sleep Retailer / Summer 2021


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