The Pillow People line was created by Penny Ekstein and released in 1986. What was the inspiration behind the toy?
Juliet: The inspiration behind Pillow People came from my mom’s experience as a single mother. At the time, she was recently separated and was looking for a way to support her children while also helping kids like me. I had a hard time sleeping at night and was often afraid of the dark. She saw that many children shared the same struggle, and wanted to create something that offered comfort, security, and companionship. That idea became Pillow People. A natural creative, my mom had long made beautiful collages for homes and even for well-known figures like Famous Amos and Bella Abzug. Pillow People was simply an extension of her artistry and her desire to help children feel safe.
Penny identified a unique marketing opportunity for the dolls. Tell us about her approach.
Juliet: My mom was relentless, a true force of nature. When the toy industry didn’t embrace her Pillow People concept, she didn’t stop. She reframed it as a pillow-doll hybrid and pitched it to a home furnishings company instead. It turned out to be a perfect fit, and through that partnership with Springs Industries, Pillow People went on to generate over $120 million in sales. Her determination to think differently and pursue another path was what made it all possible.
Pillow People has relaunched for a new generation of kids. How did Design Edge become involved?
Matt: It’s a bit of a grey area where it all begins. My father had a history with Penny. She brought him on for projects in the late ’80s and early ’90s, so they already shared a working relationship. After Penny passed away, I went with Juliet to her house, and we stumbled across sketches my father had done for her, which showed that history.
Years went by, and while I may have met her when I was younger, I didn’t really remember. We reconnected during COVID, when she came into my office with an idea she wanted to develop and license. We explored it, but I felt the timing wasn’t right. Toys are like fashion; if you’re ahead of or behind the curve, you can lose out. After a few other concepts, I asked, “What’s going on with Pillow People?” She told me she had tried to bring it back, but without success. When I looked at what had been done, I saw that it had been redesigned for a new generation. I understood what they were trying to do.
I’ve been in the toy industry for years. Design Edge collaborates with every major company, including Mattel, Hasbro, Spin Master, and JAKKS, and I serve on the Toy Association’s advisory board. I’ve also watched the kidult space grow from the late ’90s into the massive, established market it is today. We were developing action figures for companies like Mezco in back then—The Blues Brothers, Animal House, and Run DMC—all aimed squarely at adults before the category even had a name. Over time, it continued to grow until it became a part of the common culture. Now everyone does it.
The world has changed so much since Penny first created Pillow People. Instead of reinventing them just for kids, I suggested leaning into nostalgia and bringing back the originals for the kidult market.
I presented the idea to a major toy company, and they licensed it on the spot, with plans for a Walmart exclusive. That deal later stalled, so the question was: wait, or do it ourselves? Since Design Edge already develops and manufactures for many companies, Juliet asked if she could take it on directly. I told her absolutely—and set it up for her.
What are some of the key considerations when relaunching a beloved object with nostalgic value?
Matt: That’s a very good question. A slight sense of newness while maintaining the original aesthetic.
Culture changes, and so do legal requirements. Some elements of the original Pillow People used materials that can’t be used for children today. Not that the originals are dangerous, they’re totally fine, but regulations are different now. It really was the wild west in the ’80s—you could still buy lawn darts in 1985!
Reproducing Pillow People in their original size, while amazing, isn’t feasible today because Amazon’s shipping costs scale heavily with product dimensions. We had to adjust the size slightly.
What creative values or philosophies of Penny and the original Pillow People line are reflected in these new releases?
Matt: Penny did the original drawings; it’s her style. You’re seeing her hand in these characters, and we made sure to preserve that. There’s some modernization, but they are still Penny to the core.
Juliet: My mother was very tactile. Feel and touch were very important to her with the dolls. She would have loved the plush quality of the new ones—they’re so soft and wonderful. The eyes were, and still are, really important. They come through beautifully in the new versions: soulful eyes, big, and expressive. The softness, sweetness, and huggability are all maintained. Her vision is alive in these dolls. They really are her legacy.
I feel so grateful to have been able to do this for her with Matt. He’s been wonderful—an expert in all things toys—guiding me through the ins and outs of the industry. I grew up with the Pillow People as if they were a sibling. My brother and I always joked that they were our mom’s third child, the one who didn’t talk back and caused the least trouble. Her favourite and also her most financially successful child.
Seeing what Matt created, how he transformed them, and the materials we were able to use, I know she would be absolutely over the moon with how they turned out.
See more Pillow People on Instagram and shop the dolls on Amazon. Learn more about Matt’s work at Design Edge.