The Venture Creativity Division of 72andSunny Launches First Product

LOS ANGELES, April 12 /PRNewswire/ -- 72andSunny launched its first consumer product company today, Nook Sleep Systems.

(Photo:  http://www.newscom.com/cgi-bin/prnh/20100412/LA84172)

The endeavor is a product of the 72andSunny Venture Creativity division in which 72andSunny contributes creative capital in exchange for ownership positions in growth companies.

Nook Sleep Systems™ is a revolutionary new patent-pending infant mattress and crib bedding system. In contrast to most crib mattresses that restrict air-flow and off-gas toxins such as formaldehyde and arsenic, Nook eliminates environmental hazards and offers the most breathable mattress on the market. The category-redefining performance and design benefits are all done with advanced green technology.

Inspired by a Los Angeles Times article about toxic infant mattress and the hazards of restricted airflow, 72andSunny teamed up with infant bedding maker Pixel Organics, and began the process of developing the Nook Sleep System™, driving everything from product design, packaging, brand identity, design, point of sale, public relations and the Nook web and ecommerce experience.

"We decided that if we got in the product business we didn't want to just re-skin a vodka bottle or put a polish on an existing product. We wanted to innovate in an area that will bring real value to people," said John Boiler, co-Founder, 72andSunny.

The product goes to market this month, but the 72andSunny partners indicate the venture has already been worth the investment as it's provided a deeper understanding of their clients' challenges.

"Conventional wisdom says that clients are playing chess and agencies are playing checkers.  Now we know this to be true.  On this project we were both the client and the agency, so we see things through a new practical lens now," said Matt Jarvis, Partner, 72andSunny.

Nook Sleep System products are available at Nooksleep.com and at premier baby stores nationwide.

About 72andSunny

72andSunny drives transactions by making brands matter in culture.  The company has offices in Los Angeles and Amsterdam. Their clients include Nike, Carl's Jr./Hardee's, Discovery Channel, 2K Sports, HP, and Nook Sleep Systems.

SOURCE 72andSunny