Serta Simmons Bedding will join the 99th Macy’s Thanksgiving Day Parade with a float traveling down the streets of Manhattan to 34th Street on Thursday, Nov. 27, to help kick off the holiday season alongside larger-than-life balloons, fantastical floats and electrifying performances.
“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!”
This year’s parade will mark the first appearance of The Counting Sheep’s Dream Generator, a brand-new float designed to showcase the beloved Counting Sheep in a whimsical, family-friendly display. Made with signature nighttime ingredients, like stars, moons and cloud fluff, this whimsical machine helmed by Serta’s enthusiastic flock features multiple lighting and spinning effects that are sure to delight and mesmerize spectators on Thanksgiving morning.
“We are overjoyed to welcome Serta and the fun-loving Serta Counting Sheep to this year’s exciting parade lineup as we celebrate our 99th march,” says Jordan Dabby, producer of Macy’s Thanksgiving Day Parade. “On Thanksgiving morning, with the help of the imaginative Dream Generator, the Serta Counting Sheep will blanket the streets of New York City — and homes across the country — with warmth, wonder and pure joy as we kick off the holiday season together.”
The parade debut comes at a milestone moment as 2025 marks the 25th birthday of the iconic Serta Counting Sheep. To celebrate, the brand has launched the Serta 34th Street Collection — a limited-edition mattress line inspired by the magic and nostalgia of the parade.
Drawing inspiration from Macy’s Herald Square and the parade’s rich legacy, the Serta 34th Street Collection combines innovative comfort with timeless charm.
Featured product offerings include:
- Serta Zoned Comfort – targeted support across key areas of the body.
- Individually Wrapped Coil System – durable support and minimized motion transfer.
- PillowSoft Air Foam – cushioning with a gently rippling design to promote airflow.
- Cool Twist Gel Memory Foam – enhanced airflow, heat dissipation and contouring comfort.
- Special Edition Design – featuring a lovable Counting Sheep illustration on the mattress cover.
The brand’s Perfect Sleeper mattress has been putting the Serta Counting Sheep out of business for 25 years, and the new 34th Street Collection continues that legacy.
The 99th Macy’s Thanksgiving Day Parade will air Thursday, Nov. 27, in the U.S. on NBC and stream on Peacock from 8:30 a.m. to noon in all time zones.
