Nationwide Marketing Group (NMG) vendor Serta Simmons Bedding will debut in Macy’s 99th parade with a special float — The Counting Sheep’s Dream Generator by Serta® — bringing the comfort of Serta to one of the most-watched events of the year. One of seven new floats among 27 total, the Dream Generator celebrates “comfort, joy, and the magic of the season,” according to the brand’s official LinkedIn announcement.
2025 also marks a major milestone: the Serta Counting Sheep’s 25th birthday! First debuting in 2000, the Sheep have become beloved mascots for their charm and humor. The launch of the new Serta float highlights Serta’s focus on comfort and emotional connection — reminding consumers that while sleep technology evolves, the mission to help everyone “Sleep Comfortably” remains timeless.
“The Macy’s Thanksgiving Day Parade has brought joy and wonder to generations of families, and we’re thrilled to celebrate our beloved Serta Counting Sheep in such an iconic way,” says Anne Edwards, Senior Vice President, Serta Brand Marketing. “With our debut float, we’re blending holiday celebration with Serta comfort to help families create meaningful memories — and get a great night’s sleep!”
According to NBC Universal, the annual parade is the “most-watched entertainment program of the year across broadcast television,” making it the ideal opportunity to strengthen brand awareness and recognition across a multi-generational viewership.
“For independent retailers, there’s a powerful takeaway here. While few have the stage of the Macy’s Parade, every brand has the opportunity to create emotional connection on a local level — whether it’s through storytelling, community involvement, or in-store experiences that make shoppers feel seen and understood,” shares Nick Norton, NMG’s Director of Bedding. “By tapping into nostalgia, humor, or shared values — much like Serta has done with the return of its beloved Sheep — retailers can cultivate their own sense of brand personality and trust. It’s that emotional resonance, not just product promotion, that ultimately drives loyalty and long-term growth.”
With a great night’s sleep likely on many wish lists throughout the year, The Counting Sheep’s Dream Generator by Serta® is ready to help young and old dream better.
Tune in to the magic of the Macy’s Thanksgiving Day Parade on Thursday, November 27, at 8:30 a.m. in all time zones. The parade will broadcast live on NBC and Peacock, with an encore showing at 2:00 p.m. that same day.
Photo credit: Serta
