Exclusive Pop-Up Shops, Varsity-Themed
In-Store Parties, and Co-Marketed Experiences Hit the Mark with
Cheer Community
ST.
LOUIS, Oct. 3, 2024 /PRNewswire/ -- Build-A-Bear
Workshop (NYSE: BBW), the beloved global brand known for
offering a personalized experience where guests of all ages can
create their own special furry friends, today announces a
groundbreaking collaboration with Varsity Brands through its
Varsity Spirit division, the global leader in cheerleading, dance
team, and band apparel, camps, competitions and yearbooks. This
multidimensional relationship reflects the growing cultural
relevance of cheerleading through exclusive products, pop-up shops,
and themed parties that celebrate the values of spirit, teamwork,
and creativity.
This multidimensional relationship reflects
the growing cultural relevance of cheerleading.
Currently, over 3 million cheerleaders in the United States participate in various types
of cheerleading, including youth rec, all star, school cheer, and
STUNT, according to data from USA
Cheer. Inspired by this trend, the Build-A-Bear and Varsity Spirit
collection captures the iconic look of Varsity Spirit uniforms,
designed to resonate with fans across generations.
"This relationship is about much more than licensed products,"
said Sharon Price John, President
and CEO of Build-A-Bear Workshop. "It taps into the growing energy
and strong culture of the sport of cheerleading. By blending
Build-A-Bear's personalized experience with Varsity Spirit's
vibrant community, we're offering fans and squads something truly
memorable – a chance to celebrate what they love while
strengthening connections and celebrating team spirit."
Build-A-Bear pop-up shops will be featured at Varsity Spirit's
national events, which draw up to 20,000 attendees, offering fans
new ways to engage with the brand and create personalized
cheer-themed bears. In addition, Varsity-themed parties at
participating Build-A-Bear Workshops provide teams with a unique
opportunity to celebrate their achievements while bonding over
personalized creations. These co-marketed experiences are designed
to give fans lasting memories and strengthen connections.
"Our relationship with Build-A-Bear creates unique opportunities
to delight our customers," said Bill
Seely, President of Varsity Spirit. "Placing
Varsity-licensed products throughout Build-A-Bear's extensive store
network will help us together create lifelong memories for our
athletes and their families."
"Working with a fellow industry leader like Build-A-Bear enables
us to further our mission of elevating the student, athlete and fan
experience," said Matt Deimund,
Chief Transformation Officer for Varsity Spirit. "We're excited for
the opportunity to create more memorable and fun-filled experiences
for these athletes and their families."
Guests can now find this exciting new product line in
participating Build-A-Bear Workshops and online starting today. To
book a Varsity Spirit-themed party or to explore the entire new
collection, visit www.buildabear.com.
About Build-A-Bear
Since its beginning in 1997, Build-A-Bear has evolved to become a
beloved multi-generational brand focused on its mission to "add a
little more heart to life" where guests of all ages make their own
"furry friends" in celebration and commemoration of life moments.
Guests create their own stuffed animals by participating in the
stuffing, dressing, accessorizing, and naming of their own teddy
bears and other plush toys based on the Company's own intellectual
property and in conjunction with a variety of best-in-class
licenses. The hands-on and interactive nature of our more than 500
company-owned, partner-operated and franchise experience locations
around the world, combined with Build-A-Bear's pop-culture appeal,
often fosters a lasting and emotional brand connection with
consumers, and has enabled the Company to expand beyond its retail
stores to include e-commerce sales on www.buildabear.com and
non-plush branded consumer categories via out-bound licensing
agreements with leading manufacturers, as well as the creation of
engaging content via Build-A-Bear Entertainment (a subsidiary of
Build-A-Bear Workshop, Inc.). The brand's newest communications
campaign, "The Stuff You Love," commemorates more than a
quarter-century of creating cherished memories
worldwide. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted
consolidated total revenues of $486.1
million for fiscal 2023. For more information, visit the
Investor Relations section of buildabear.com.
About Varsity Spirit
Memphis-based Varsity Spirit, the driving
force behind cheerleading's dynamic transformation into the
high-energy, athletic activity it is today, is the leading global
source for all things spirit, including cheerleading, dance team,
performing arts and yearbook. A division of Varsity Brands, Varsity
Spirit is a leader in uniform innovation, as well as educational
camps, clinics and competitions, impacting more than a million
athletes each year. Focused on safety, entertainment and
traditional school leadership, Varsity Spirit's employees have been
dedicated to celebrating spirit through its brands since 1974. For
more information about Varsity Spirit or Varsity Brands, please
visit varsity.com or varsitybrands.com.
About Varsity Brands
Varsity Brands is the premier
team sports platform, offering a comprehensive range of services
and solutions for sports, cheer, dance, band, and yearbook. As a
holistic services provider, Varsity Brands supports athletic
programs and schools with uniforms and gear, training and
education, competitions, and more. The Varsity Brands family, which
includes BSN SPORTS and Varsity Spirit, champions youth
participation and well-being. Explore how Varsity Brands is
empowering student-athletes and building community at
varsitybrands.com.
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SOURCE Build-A-Bear Workshop