When "Once Upon a Mattress" returned to Broadway, we brokered vital partnerships with Casper and Lunya: two lifestyle brands at the intersection of comfort and style that felt like natural extensions of the show. Each company helped reimagine the classic musical as a stylish, culturally relevant Broadway event. Casper hosted the show’s primary video shoot and press day in their NoHo flagship, installed in-theater photo ops to woo snap-happy fans and sponsored a backstage interview series with the popular comedian Cat Cohen. Lunya, for their part, dressed the cast in silk pajamas for all press appearances, launched co-branded sleepwear and helped set the tone for a completely unprecedented (and extra-comfortable) Opening Night pajama party. Together, they each extended the show’s reach beyond the stage and into the lifestyle space. Essential teammates from start to finish, they proved that the most valuable players aren’t always in the spotlight.