Meet the South Jersey Little Friends — three tiny travelers with big South Jersey personalities. Created by Visit South Jersey for IPW, these collectible mini figurines were inspired by real attractions, real stories, and real places you can visit throughout the region.
Emma the horse, Button the hippo, and Haddy the dinosaur each represent a different side of South Jersey: western tradition, waterfront family fun, and prehistoric discovery. Together, they are a small reminder that South Jersey is full of unexpected experiences, from the rodeo arena to the aquarium glass to the fossil beds where ancient history comes to life.
Take them home, share their story, and let these little friends introduce you to the many adventures waiting in South Jersey.
Emma the Horse
Inspired by Cowtown Rodeo
Emma may be small, but she carries a big piece of South Jersey tradition. She represents Cowtown Rodeo, a beloved Salem County attraction that began in 1929 and is known as the longest-running weekly professional rodeo in the United States.
With her friendly face and rodeo spirit, Emma celebrates the excitement of a Saturday night in Woodstown: riders, roping, cheering crowds, and a tradition that has welcomed generations of visitors. She reminds us that South Jersey is full of surprises — including a true professional rodeo right here in America’s Garden State.
Visit Emma’s inspiration: Cowtown Rodeo in Woodstown, New Jersey.
Button the Hippo
Inspired by Adventure Aquarium
Button is the cheerful little hippo of the group, inspired by Adventure Aquarium on the Camden Waterfront. At the aquarium’s Hippo Haven, guests can meet Button and Genny, the only Nile hippos in the world exhibited at an aquarium. Visitors can watch them from above and below the water as they glide, float, and “bounce” underwater.
Button’s mini figurine celebrates one of South Jersey’s most memorable family attractions. She is cute, curious, and always ready to make a splash — just like a day at Adventure Aquarium.
Visit Button’s inspiration: Adventure Aquarium in Camden, New Jersey.
Haddy the Dinosaur
Inspired by Edelman Fossil Park & Museum
Haddy is the group’s prehistoric pal, inspired by Hadrosaurus foulkii, New Jersey’s hometown dinosaur, and the discoveries celebrated at Edelman Fossil Park & Museum. Hadrosaurus was discovered in Haddonfield and is one of New Jersey’s most famous fossil stories.
Haddy connects visitors to South Jersey’s ancient past, when creatures roamed the region millions of years ago. At Edelman Fossil Park & Museum, guests can explore fossils, science, and life from the Cretaceous period, making Haddy the perfect little ambassador for discovery, curiosity, and hands-on adventure.
Visit Haddy’s inspiration: Edelman Fossil Park & Museum in Mantua Township, New Jersey.
South Jersey’s Little Friends FAQ
What are South Jersey’s Little Friends?
South Jersey’s Little Friends are a set of collectible mini figurines created by Visit South Jersey to introduce visitors, travel trade professionals, and media partners to memorable attractions throughout the region. Each little friend represents a real South Jersey destination with a playful character inspired by that location.
Who are the South Jersey Little Friends?
The three Little Friends are Emma the Horse, Button the Hippo, and Haddy the Dinosaur. Emma represents Cowtown Rodeo, Button represents Adventure Aquarium, and Haddy represents Edelman Fossil Park & Museum.
Why did Visit South Jersey create the Little Friends?
Visit South Jersey created the Little Friends as a fun, memorable way to share the region’s story with people meeting the organization at IPW in Fort Lauderdale. The figurines help introduce South Jersey as a destination filled with family attractions, history, discovery, outdoor experiences, and unexpected adventures.
What does Emma the Horse represent?
Emma the Horse represents Cowtown Rodeo in Salem County. Cowtown Rodeo began in 1929 and is known as the oldest weekly professional rodeo in the United States.
Where is Cowtown Rodeo located?
Cowtown Rodeo is located in the Woodstown / Pilesgrove area of Salem County, New Jersey. It is one of South Jersey’s most unique visitor experiences and brings the excitement of professional rodeo to the Garden State.
What does Button the Hippo represent?
Button the Hippo represents Adventure Aquarium on the Camden Waterfront. Adventure Aquarium’s Hippo Haven is home to Button and Genny, the only Nile hippos in the world exhibited at an aquarium.
Where is Adventure Aquarium located?
Adventure Aquarium is located on the Camden Waterfront in Camden, New Jersey, just across the Delaware River from Philadelphia. It is one of South Jersey’s most popular family-friendly attractions.
What does Haddy the Dinosaur represent?
Haddy the Dinosaur represents Edelman Fossil Park & Museum and South Jersey’s prehistoric story. Haddy is inspired by the Hadrosaurus, New Jersey’s famous dinosaur connected to Haddonfield and the region’s fossil history.
Where is Edelman Fossil Park & Museum located?
Edelman Fossil Park & Museum is located in Mantua Township, New Jersey. The museum and fossil park connect visitors with fossils, dinosaurs, science, and life from millions of years ago.
Why are these attractions important to South Jersey tourism?
Cowtown Rodeo, Adventure Aquarium, and Edelman Fossil Park & Museum each highlight a different side of South Jersey. Together, they showcase the region’s western heritage, waterfront family fun, and world-class fossil discovery.
Are South Jersey’s Little Friends available for purchase?
At this time, the Little Friends were created as a special Visit South Jersey giveaway for meetings at IPW. Availability may be limited and tied to Visit South Jersey promotional efforts.
What is IPW?
IPW is a major international travel trade event where destinations, travel companies, media, tour operators, and tourism professionals meet to promote travel to and within the United States. Visit South Jersey is using the Little Friends to help introduce the region to prospective travel partners and media contacts.
How do the Little Friends help promote South Jersey?
The figurines give travel professionals and media partners a small, memorable keepsake that connects directly to real places they can visit, write about, sell, or include in future travel itineraries.
Is South Jersey a family-friendly destination?
Yes. South Jersey offers many family-friendly attractions, including aquariums, museums, outdoor recreation, farms, festivals, historic sites, downtowns, and hands-on learning experiences. Visit South Jersey’s family fun resources highlight a wide range of activities for children and families.
Can visitors include all three Little Friends attractions in one trip?
Yes. Visitors can build a South Jersey itinerary that includes Cowtown Rodeo, Adventure Aquarium, and Edelman Fossil Park & Museum, along with nearby restaurants, downtowns, wineries, historic sites, and outdoor attractions.
Is South Jersey close to Philadelphia?
Yes. Many South Jersey attractions are located just minutes from Philadelphia, making the region a convenient destination for day trips, weekend getaways, group tours, and family travel.
What counties does Visit South Jersey promote?
Visit South Jersey promotes Burlington, Camden, Gloucester, and Salem Counties, along with the Outer Coastal Plain Wine Region.
Who should travel professionals contact for more information?
Travel trade professionals, tour operators, journalists, and media partners interested in South Jersey itineraries, story ideas, attraction information, or destination resources can contact Visit South Jersey through the organization’s website.