Buzz
With $120 million in sales between 1986 and 1996, Pillow People hold a strong case as one of the most successful stories in the plush toy world. These anthropomorphic pillows featured various characters like Mr. Sandman, Beddy Bye Bunny, and even licensed icons such as Garfield, all designed to provide comfort and security for kids after dark.
Though there’s a deep nostalgia for the '80s, these poly-filled pillows haven’t yet made a comeback. While we wait for someone to breathe new life into the brand, check out some cool facts we uncovered about their creative sales strategy and the mystery behind their “lost” animated series.
1. Pillow People were born from a nightmare.
Penny Ekstein-Lieberman was perfectly suited for toy development. With a background as a former therapist and experience in advertising, she came up with the idea for Pillow People after rushing to comfort her daughter, who had just woken up from a nightmare. Realizing the need for a comforting ‘friend’ to help children face their nighttime fears, Ekstein-Lieberman created the line as a modern twist on the security blanket and found a distributor in Springs Industries. The first six characters—Sweet Dreams, Pillow Fighter, Mr. Sandman, Rock-A-Bye Baby, Punky Pillow, and Big Footsteps—were released in 1986.
2. Pillow People weren’t found in the toy aisle.
Though Pillow People were an instant success, some parents weren’t sure where to find them. Shoppers looking for them in the toy sections of department stores often left disappointed. This was because Springs Industries, a home furnishings distributor, had placed Pillow People in the home goods or bedding aisles instead.
3. They had their own pets...
Like any successful kids' brand, Pillow People quickly expanded into new products. One popular spin-off: pets, which were introduced for the 1987 holiday season and included characters like Little Bo Sleep, Dina Snore, and Drowsy Dog. The collection also grew to include licensed bedsheets, towels, slippers, and sleeping bags.
4. ... and they even had their own holiday special.
Pillow People Save Christmas was a 1988 holiday special, reminiscent of beloved animated traditions like A Charlie Brown Christmas. Aired regularly for about ten years, it was produced by Ekstein-Lieberman and followed a ragtag group of pillow creatures as they fought against a nightmare witch determined to spoil the holiday season in North Pillow Valley. The special is available for viewing on YouTube (above).
5. The animated Pillow People series never aired.
Riding on the success of the holiday special, Ekstein-Lieberman launched an ongoing Pillow People animated series through her production company, Sandbox Entertainment. In this version, the Pillow People were residents of Snoozeville, tasked with planting good dreams into people's sleep. Their mission was constantly disrupted by three insomniacs: Wake Up, Stay Up, and Hush-Up. Although nearly 13 full episodes were reportedly completed in preproduction, there's no record of the series ever hitting the airwaves [PDF].
6. Pillow People made cameo appearances in films and TV shows.
Pillow People became so popular in the 1980s and 1990s that set designers for movies and TV shows started incorporating them into their scenes. The Window Rattler made regular appearances on Full House, Sweet Dreams was featured in the 1988 Tom Hanks movie Big, and Punky Pillow had a cameo in 1987’s Adventures in Babysitting.
7. Pillow People inspired knock-offs.
A true mark of success is when copycat products start appearing, and Pillow People weren’t immune to this. Bibb Company introduced Dream Pals, a line of sleep companions that licensed characters from Pound Puppies. These knock-offs were similarly square-faced and included characters like Rip Van Rabbit and Bunky Bear.
8. They were replaced by an all-star cast.
Pillow People enjoyed strong sales from 1986 to 1991, but were eventually phased out in favor of a new line called Pillow Stars, which featured iconic characters from licensed properties. Some of the most popular items included figures from Trolls, the California Raisins, Teenage Mutant Ninja Turtles, and Disney characters like Mickey Mouse, the Little Mermaid, and Snow White (who came with a tiny Dopey).
Though there was a brief revival of the Pillow People line in 1996, the brand has since gone quiet. In 2011, ad agency Omlet acquired a stake in the brand, but no products have been released since. If you're still longing for a bedtime companion, you can often find them on eBay. Currently, a Sweet Dreams is listed for $500.
