Endy has big plans for its entry into the kids’ category.
The Toronto-based mattress maker launched Endy Petit last week, the ecommerce enterprise’s first-ever line of sleep products tailored to children.
Julia Cooper, VP of marketing at Endy, tells strategy that the idea was sparked by an insight spotted by Endy’s customer-experience team: many buyers were already purchasing twin and full-sized mattresses for kids’ rooms. Those loyal customers, who’ve enjoyed Endy since its 2016 launch, are now parents.
“The core customers who have grown up with the brand over the last 10 years are now at the stage of life where they want to give their kids the same comfort they so love,” Cooper says. “It was a natural category evolution, with an audience who we wanted to serve more intentionally.”
Cooper says the logo lockup was designed by creative director Chris Hanz and Endy’s in-house design team to be instantly recognizable and stand out for use on web, packaging and directly on select products. The crayon-like doodling of the Petit wordmark contrasts with Endy’s historically structured and clean brand aesthetic.
“It was a fun challenge for our in-house creative team to consider what an extension of our main brand could look and feel like in the kids space,” Cooper says. “We’ve created a highly flexible design system that can be used across a range of applications.”
Endy Petit currently includes a kids’ mattress, pillows, a comforter, sheet and protector sets, bed frames and nightstands. Cooper says Endy will be expanding the collection into 2026 and beyond.
The in-house media buy for the launch includes paid-digital social on Meta, Google and TikTok and display, with focused leverage on the parenting community on Pinterest.
To help introduce Petit, Endy will host “Dreamscapes,” a pop-up at Toronto’s Wychwood Barns on Sept. 19 featuring pillow forts, art activities and live performances. It’s also teaming with Kids Can Press and Canadian author Monica Arnaldo on a custom bedtime storybook.
“In short, we’re amplifying Endy Petit with heart, imagination and channels that connect directly with families – both digitally and in real life,” Cooper says.
Petit is the latest step in Endy’s push to broaden its portfolio, after last year’s Plush line and March’s firm mattress launch.
