Build-A-Bear Unveils Unique Collaboration with Varsity Spirit as Cheerleading's Popularity Skyrockets
Rhea-AI Summary
Build-A-Bear Workshop (NYSE: BBW) has announced a collaboration with Varsity Spirit, the global leader in cheerleading apparel and events. This partnership aims to capitalize on the growing popularity of cheerleading, which currently has over 3 million participants in the United States. The collaboration includes:
1. Exclusive products featuring Varsity Spirit uniform designs
2. Pop-up shops at Varsity Spirit national events
3. Varsity-themed parties at Build-A-Bear Workshops
The initiative is designed to offer fans and cheerleading squads unique experiences that celebrate team spirit and strengthen connections. Build-A-Bear pop-up shops will be present at Varsity Spirit events, which can attract up to 20,000 attendees. The new product line is now available in participating Build-A-Bear Workshops and online.
Positive
- Collaboration with Varsity Spirit, a leader in the cheerleading industry
- Tapping into a market of over 3 million cheerleaders in the United States
- Potential for increased brand exposure through pop-up shops at large Varsity Spirit events
- New revenue stream through exclusive products and themed parties
Negative
- None.
News Market Reaction
On the day this news was published, BBW gained 3.06%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Exclusive Pop-Up Shops, Varsity-Themed In-Store Parties, and Co-Marketed Experiences Hit the Mark with Cheer Community
Currently, over 3 million cheerleaders in
"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
About Varsity Spirit
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
FAQ
What is Build-A-Bear's new collaboration with Varsity Spirit?
When will the new Build-A-Bear and Varsity Spirit product line be available?
How many cheerleaders are there in the United States according to the Build-A-Bear press release?
What is the potential attendance at Varsity Spirit national events where Build-A-Bear will have pop-up shops?
