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Build-A-Bear Scores New Exclusive Partnership Deal with Super Bowl LVIII Champion Kansas City Chiefs

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Build-A-Bear Workshop, Inc. (NYSE: BBW) has announced an exclusive multi-year partnership with the Kansas City Chiefs, the back-to-back Super Bowl champions. This deal makes Build-A-Bear the 'official bear' brand of the team and includes presenting partnerships for the team mascot 'KC Wolf' and the Chiefs digital Fan Cam experience. Additionally, Build-A-Bear has expanded its 20-year NFL licensed co-branded product lineup to include every NFL team.

The company is launching an amplified marketing effort, including 'Jersey Thursdays' where fans can receive a 10% discount on in-store purchases by wearing their favorite NFL team jersey. This partnership aligns with Build-A-Bear's growth strategy, appealing to a broadening consumer demographic that now includes 'kidults' representing up to 40% of the business.

Build-A-Bear Workshop, Inc. (NYSE: BBW) ha annunciato una partnership esclusiva pluriennale con i Kansas City Chiefs, campioni del Super Bowl per due anni consecutivi. Questo accordo fa di Build-A-Bear il marchio 'ufficiale degli orsi' della squadra e include partnership di presentazione per la mascotte della squadra 'KC Wolf' e l'esperienza Fan Cam digitale dei Chiefs. Inoltre, Build-A-Bear ha ampliato la sua gamma di prodotti co-branded con licenza NFL, attiva da 20 anni, per includere tutte le squadre NFL.

L'azienda sta avviando un'intensificata campagna di marketing, incluso il 'Jersey Thursdays', dove i fan possono ricevere uno sconto del 10% sugli acquisti in-store indossando la maglietta della loro squadra NFL preferita. Questa partnership si allinea con la strategia di crescita di Build-A-Bear, attirando un'ampia demografia di consumatori che ora include i 'kidult', che rappresentano fino al 40% dell'attività.

Build-A-Bear Workshop, Inc. (NYSE: BBW) ha anunciado una asociación exclusiva a largo plazo con los Kansas City Chiefs, campeones del Super Bowl en dos años consecutivos. Este acuerdo convierte a Build-A-Bear en la marca de 'oso oficial' del equipo e incluye asociaciones para la mascota del equipo 'KC Wolf' y la experiencia digital Fan Cam de los Chiefs. Además, Build-A-Bear ha ampliado su línea de productos co-marcados con licencia de la NFL, activa desde hace 20 años, para incluir todos los equipos de la NFL.

La empresa está lanzando un esfuerzo de marketing ampliado, incluyendo los 'Jersey Thursdays', donde los fanáticos pueden recibir un 10% de descuento en compras en la tienda al usar la camiseta de su equipo favorito de la NFL. Esta asociación se alinea con la estrategia de crecimiento de Build-A-Bear, atrayendo a un amplio espectro de consumidores que ahora incluye a los 'kidults', que representan hasta el 40% del negocio.

빌드-어-베어 워크숍, Inc. (NYSE: BBW)는 두 해 연속 슈퍼볼 챔피언인 캔자스 시티 치프스와 독점 다년간 파트너십을 발표했습니다. 이 계약은 빌드-어-베어를 팀의 '공식 곰' 브랜드로 만들고, 팀 마스코트 'KC Wolf'와 치프스 디지털 팬 캠 경험을 위한 프레젠팅 파트너십을 포함합니다. 또한, 빌드-어-베어는 20년 동안의 NFL 라이센스 공동 브랜드 제품 라인업을 모든 NFL 팀을 포함하도록 확장했습니다.

회사는 팬들이 좋아하는 NFL 팀 저지를 입고 오는 경우 매장 구매 시 10% 할인을 받을 수 있는 '저지 목요일'을 포함한 강화된 마케팅 노력을 시작하고 있습니다. 이 파트너십은 빌드-어-베어의 성장 전략과 일치하며, 이제 '키덜트'를 포함한 폭넓은 소비자 인구를 대상으로 하여 비즈니스의 최대 40%를 차지합니다.

Build-A-Bear Workshop, Inc. (NYSE: BBW) a annoncé un partenariat exclusif pluriannuel avec les Kansas City Chiefs, les champions du Super Bowl consécutifs. Cet accord fait de Build-A-Bear la marque 'ours officielle' de l'équipe et inclut des partenariats de présentation pour la mascotte de l'équipe 'KC Wolf' et l'expérience numérique Fan Cam des Chiefs. De plus, Build-A-Bear a élargi sa gamme de produits co-marqués sous licence NFL, mise en place depuis 20 ans, pour inclure toutes les équipes de la NFL.

L'entreprise lance un effort de marketing amplifié, y compris les 'Jersey Thursdays', où les fans peuvent bénéficier d'une remise de 10 % sur les achats en magasin en portant le maillot de leur équipe NFL préférée. Ce partenariat s'aligne avec la stratégie de croissance de Build-A-Bear, visant une démographie de consommateurs en expansion, qui inclut désormais les 'kidults', représentant jusqu'à 40 % des affaires.

Build-A-Bear Workshop, Inc. (NYSE: BBW) hat eine exklusive mehrjährige Partnerschaft mit den Kansas City Chiefs, den zweifachen Super Bowl-Meistern, bekannt gegeben. Dieses Abkommen macht Build-A-Bear zur 'offiziellen Bären'-Marke des Teams und umfasst auch Präsentationspartnerschaften für das Team-Maskottchen 'KC Wolf' und die digitale Fan-Cam-Erfahrung der Chiefs. Darüber hinaus hat Build-A-Bear sein 20-jähriges, lizenziertes NFL-Produktangebot erweitert, um alle NFL-Teams einzuschließen.

Das Unternehmen startet eine verstärkte Marketingkampagne, einschließlich 'Jersey Thursdays', bei denen Fans 10 % Rabatt auf Einkäufe im Geschäft erhalten, wenn sie das Trikot ihres Lieblings-NFL-Teams tragen. Diese Partnerschaft steht im Einklang mit der Wachstumsstrategie von Build-A-Bear und spricht eine breite Verbraucherdemografie an, zu der nun auch 'Kidults' gehören, die bis zu 40 % des Geschäfts ausmachen.

Positive
  • Exclusive multi-year partnership with Super Bowl champions Kansas City Chiefs
  • Expansion of NFL licensed product lineup to include all teams
  • Launch of 'Jersey Thursdays' promotion to drive in-store sales
  • Broadening consumer demographic, with 'kidults' now representing up to 40% of business
Negative
  • None.

Insights

This partnership between Build-A-Bear and the Kansas City Chiefs is a strategic move to capitalize on the team's recent success and expand Build-A-Bear's market reach. The deal offers multiple touchpoints for fan engagement, including the mascot sponsorship and digital Fan Cam experience, which could significantly boost brand visibility during game days.

The expansion of NFL-licensed products to include all teams is a smart play to capture a wider market share across the country. The 10% discount promotion for jersey-wearing customers on "Jersey Throughdays" is a clever tactic to drive foot traffic to physical stores, potentially increasing sales and cross-selling opportunities.

Most importantly, this partnership aligns with Build-A-Bear's strategy to tap into the growing "kidult" market, which now accounts for up to 40% of their business. This demographic expansion could lead to increased revenue and a more diverse customer base, potentially stabilizing sales beyond the traditional children's market.

While specific financial terms of the deal aren't disclosed, this partnership has potential positive implications for Build-A-Bear (NYSE: BBW). The exclusive multi-year deal with the Chiefs, coupled with the expanded NFL product line, could drive revenue growth in several ways:

  • Increased brand exposure through stadium presence and digital engagement
  • Potential boost in sales from the new "Jersey Thursdays" promotion
  • Expanded market reach by offering products for all NFL teams
  • Further penetration into the lucrative "kidult" market segment

Investors should monitor upcoming quarterly reports to gauge the impact on revenue and profit margins. If successful, this strategy could serve as a template for future partnerships with other sports franchises, potentially leading to long-term growth opportunities for Build-A-Bear.

And Expands 20-Year NFL Licensed Co-Branded Product Lineup to Include Every Team

ST. LOUIS, Sept. 5, 2024 /PRNewswire/ -- Build-A-Bear Workshop, Inc. (NYSE: BBW), announced today an exclusive multi-year deal with the back-to-back Super Bowl Champion Kansas City Chiefs. Among other ongoing brand building opportunities, Build-A-Bear will be the presenting partner of both the popular team mascot, "KC Wolf," and the Chiefs digital Fan Cam experience focused on game attendees tagging themselves in a high-resolution, full-stadium picture as well as locating a Build-A-Bear in the stands during each home game for the chance to win a special prize. This collaBEARation between the two Missouri-based organizations also makes Build-A-Bear the "official bear" brand of the storied team.

Build-A-Bear will be the presenting partner of the team mascot, "KC Wolf," and the Chiefs digital Fan Cam experience.

"We believe this multi-dimensional relationship underscores the winning formula that has been created between the two organizations, and adding the Kansas City Chiefs, our corporate "home team," to the roster is clearly a touchdown," added Chris Hurt, Chief Operating Officer of Build-A-Bear.

For over 20 years, Build-A-Bear's officially licensed NFL product has delighted both football and furry friend fans. The new product lineup sports a variety of official co-branded products for EVERY NFL team and are available online and in select Build-A-Bear Workshops across the country where localized team offerings will be featured. This season, an amplified marketing effort will support an opportunity for fans to get in the game on "Jersey Thursdays" at participating Workshops by wearing their favorite NFL team jersey to receive a 10% discount on a Build-A-Bear in-store purchase starting Thursday, September 5.

As a part of Build-A-Bear's growth strategy, the Kansas City Chiefs partnership is envisioned to appeal to the broadening consumer demographic that has already purchased NFL/Build-A-Bear co-branded products to date and comes at a time when the fan bases of the two brands overlap more than ever. In recent years, Build-A-Bear's sales have extended beyond the original core of kids to include teen and adult consumers, also known as "kidults," who now represent up to 40% of the business.

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.

Cision View original content to download multimedia:https://www.prnewswire.com/news-releases/build-a-bear-scores-new-exclusive-partnership-deal-with-super-bowl-lviii-champion-kansas-city-chiefs-302240012.html

SOURCE Build-A-Bear Workshop

FAQ

What is Build-A-Bear's new partnership with the Kansas City Chiefs?

Build-A-Bear (BBW) has signed an exclusive multi-year deal with the Kansas City Chiefs, becoming the 'official bear' brand of the team and the presenting partner of the team mascot 'KC Wolf' and the Chiefs digital Fan Cam experience.

How has Build-A-Bear expanded its NFL product lineup?

Build-A-Bear has expanded its 20-year NFL licensed co-branded product lineup to include every NFL team, available online and in select Build-A-Bear Workshops across the country.

What is Build-A-Bear's 'Jersey Thursdays' promotion?

Starting September 5, 2024, fans wearing their favorite NFL team jersey to participating Build-A-Bear Workshops on Thursdays can receive a 10% discount on in-store purchases.

How has Build-A-Bear's consumer demographic changed recently?

Build-A-Bear's sales have extended beyond children to include teen and adult consumers, known as 'kidults', who now represent up to 40% of the business.

Build-A-Bear Workshop, Inc.

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