Wrapped in comfort, stitched with hometown pride: Tops huddles with Little Dreamers Co. to launch exclusive collections for tiniest tailgaters in town

Tops Friendly Markets Press Release & Image

Just in time for the holidays, Tops Friendly Markets is making gift-giving a little easier for shoppers by recruiting the Little Dreamers Co. Founded by two moms with California roots and strong Buffalo ties, the bamboo pajama brand is launching three Buffalo-inspired collections for infants and toddlers that are perfect for the tiniest tailgaters. Available exclusively at 30 select Tops locations, customers will now be able to style their little ones for bedtime on their next Tops visit.

The ultra-soft, sustainable sleepwear – which offers breathable, hypoallergenic fabric for sensitive skin –Includes the:

• “VFTR” collection – Infant onesies and a toddler two-piece set featuring stadium-inspired prints, created in partnership with local designer By Abigail Lee.

• “All I Want for Christmas” collection – Holiday-themed pajamas with playful, Buffalo football-inspired designs.

•“17 Buffalo Royalty” collection – A refreshed take on Little Dreamers Co.’s already popular No. 17 pattern, reimagined with a By Abigail Lee twist.

“Tops is always looking for ways to partner with companies and people we believe in to help make the shopping experience more meaningful for families,” Tops President Ron Ferri said. “Teaming up with Little Dreamers Co. allows us to bring a little extra comfort, joy, and football fun directly to our customers while they’re on their grocery run.”

A portion of proceeds from the pajama sales will also go to Sleep in Heavenly Peace, a volunteer-driven nonprofit dedicated to building and delivering handmade, fully furnished beds to children in need. Its mission is to tackle childhood bedlessness, which is estimated to affect nearly 3% of the population.

“We are excited and humbled to partner with Tops to make our big debut in Western New York, where the Buffalo pride – including my own – runs deep,” said Little Dreamers Co. co-founder Nicala Madden, who also happens to be the older sister of Josh Allen. “Bedtime should be a peaceful, happy time, where little dreamers can drift off in their cozy pajamas … and of course, wake up well feeling well rested for game day.”

This is the first in-store retail partnership for the Little Dreamers Co., marking a major milestone as it continues to grow its footprint across the country. The company primarily sold its designs online and built its brand through social media and partnerships. Tops engaged Little Dreamers Co. after successfully launching several local collaborations with entrepreneurs and brands to create unique retail experiences for customers. The Western New York-based grocer recognized the opportunity to team up with Little Dreamers to create something special for local families.

“When we decided to start our company, Nicala and I wanted to create the pajamas that we could never seem to find for our own kids,” added Little Dreamers Co. co-founder Tory Davis. “Now, here we are a year later bringing our designs straight to shelves for the thousands of parents shopping at Tops Friendly Markets every week.

To learn more about the partnership, visit topsmarkets.com/littledreamers. To check on product availability, visit or call your local Tops store.

Headquartered in Williamsville, Tops Markets operates a robust network of 152 grocery stores spanning New York, Pennsylvania and Vermont, including one franchise location in Lewiston. Discover more at www.topsmarkets.com.