How Little Sleepies Supports Kids & Families as a Product Partner

When Maradith Frenkel founded Little Sleepies in 2018, giving back to the community was always part of her vision. She was deeply moved by Alex’s story and the legacy her parents built through Alex’s Lemonade Stand Foundation (ALSF). Choosing ALSF as their charity partner was a no-brainer.

Why did Little Sleepies choose Alex’s Lemonade Stand Foundation (ALSF)?

As a brand built on the principles of family, supporting a cause that truly aligned with our values was incredibly important. Even before we had the means to contribute or get involved in a formal capacity, ALSF welcomed us with open arms — a testament to their kindness and mission. When the time came to give back, there was no question ALSF was the right partner, and they’ve been with us from the start. 

Why was ALSF a good fit for your philanthropy goals/initiatives?

Supporting kids and families has always been at the heart of what we do, which is why ALSF was such a natural fit. Beyond funding critical cancer research and helping families navigate pediatric cancer, ALSF also empowers children and their communities to get involved through initiatives like Lemonade Days and The Million Mile. As a community-driven brand ourselves, that aspect of their mission really stood out to us — and we felt that immediate connection. 

What benefit does supporting ALSF have for the company? Has connecting your product to a charity had any benefit on sales or the image of your brand?

While our primary focus has always been to support a meaningful cause, we’ve been blown away by how much this partnership has resonated with our community. In 2022, we launched our Bear Hugs print, with 100% of proceeds supporting ALSF — and the collection sold out in minutes. It was a powerful reminder of how much our customers care and want to be part of something bigger.  

How do you share the partnership with employees/customers?

We’ve also woven our partnership with ALSF into many aspects of our brand, but in 2021 we put a larger focus on sharing our support through content articles on our blog and dedicated emails. Beyond raising awareness, we’ve also gifted some of our cozy PJs to childhood cancer heroes and their families, and made efforts to highlight their inspiring stories in our content.  

Today, we continue to share our partnership in many creative ways through our website, social media, emails, and through our community.

How have your employees or customers responded to the partnership?

The response from our community has been overwhelmingly positive — and we’ve even seen this pop-up during our interviews. Many of our community members have shared personal stories about how pediatric cancer has impacted their own lives, which makes this partnership even more meaningful and adds an extra layer of meaning and purpose to what we do every day.  

Any tips or suggestions for other companies to make their partnership successful?

Find a cause that genuinely aligns with your brand’s mission and values — authenticity is key. A true and successful partnership goes beyond donations; it’s about actively engaging with the organization, sharing their story in an authentic way, and rallying your customers, community and employees around the cause.  

If you’re interested in getting your company involved in the fight against childhood cancer with ALSF, contact Addie Martelli at [email protected].