There is also a plush bear available to buy from the Celestial Seasonings shop. What do we know about the Sleepytime Bear? In 1973, artist Beth Underwood was commissioned to draw the character that would illustrate the tea’s packaging. And a community of young men enjoying Sleepytime tea known as the “Sleepytime Bros” have emerged as a new customer segment, according to Tim Collins, General Manager and VP of Marketing at Celestial Seasonings. The caption “me every day at 5:37 PM” accompanied the iconic bear’s image and received over 210k likes. Shortly after Daylight Savings Time in November 2020, the Sleepytime Bear became part a viral meme on the popular My Therapist Says Instagram account. In an uncertain time, people have been able to turn to hobbies and daily routines - like brewing and drinking tea - that provide gentle comfort to the soul.Īmid the COVID-19 pandemic, the Sleepytime Bear himself has experienced a resurgence in popularity. Musician Taylor Swift released an album, Folklore, as the official soundtrack for donning a cardigan, curling up in a blanket, and journaling for hours. The cottagecore aesthetic, a stylized image of a slowed down life, has many pinning cabin hideaways, loaves of bread, and candlelit dinners on their Pinterest boards. Rituals like baking, gardening, and sewing have all garnered renewed interest across generations. In an unprecedented year marked by social distancing to flatten the coronavirus curve, people have sought out the simple pleasures found in being at home. Seated in a cozy chair with a teacup and teapot at his side, the Sleepytime Bear enters a serene slumber that one may only naturally ease into after sipping Celestial Seasonings herbal tea. The roaring fire in the hearth before him warms the room, one scene inside a cottage where other bear family members are settling in for the night. He is a brown bear wearing a long nightshirt and red nightcap. For nearly 50 years, boxes of Celestial Seasonings herbal tea have been adorned with rich illustrations of the Sleepytime Bear.

Sleepytime extra tea