Build-A-Bear Expands NFL Partnership with Kansas City Chiefs

Exciting Collaboration Between Build-A-Bear and the Kansas City Chiefs

Build-A-Bear Workshop, Inc. (NYSE: BBW) is thrilled to announce a groundbreaking multi-year partnership with the Kansas City Chiefs, the proud champions of the Super Bowl. This partnership marks a significant milestone for Build-A-Bear, as it further merges the beloved brand with the passionate football fandom affiliated with one of the most successful teams in the league.

What to Expect from the New Partnership

As part of this partnership, Build-A-Bear will serve as the presenting partner of the Chiefs' mascot, "KC Wolf," and will also enhance the game-day experience for attendees through the Chiefs' digital Fan Cam. This initiative invites fans to tag themselves in high-resolution photos taken during home games, while also encouraging them to locate Build-A-Bear products distributed throughout the stands. Those who find a Build-A-Bear during the game will have the chance to win special prizes, making every game an adventure.

The Impact of this Partnership

Chris Hurt, the Chief Operating Officer at Build-A-Bear, expressed excitement over the collaboration, stating that this relationship exemplifies the successful formula created between the two entities. With the Chiefs being a cornerstone team in the NFL, this partnership underlines Build-A-Bear's commitment to community and fan engagement.

Exclusive NFL Products for Every Team

Coming on the heels of this partnership, Build-A-Bear is set to expand its exclusive NFL licensed product lineup, which has been delighting fans for over two decades. The new range will include co-branded products suitable for every NFL team, available both in stores and online. The strategic focus is to ensure that fans can easily find and purchase their favorite team's merchandise at Build-A-Bear Workshops located across various regions.

Engagement Through Promotions

As part of the promotion for this new collaboration, Build-A-Bear will encourage fans to partake in “Jersey Thursdays.” This initiative invites guests wearing their favorite NFL team jerseys to receive a discount on in-store purchases at participating locations, thereby fostering a sense of camaraderie among fans.

Targeting a Broader Audience

This partnership reflects Build-A-Bear's broader growth strategy, aiming to resonate with an increasingly diverse consumer demographic. The brand has seen a surge in popularity among older audiences, recognized affectionately as "kidults," who now account for a notable percentage of the company’s sales. These consumers are not just reminiscing about their childhood but engaging with the brand on a more nostalgic level, celebrating the joy of personalized stuffed animals.

About Build-A-Bear Workshop

Since its establishment in 1997, Build-A-Bear has emerged as a beloved multi-generational brand, dedicated to its mission of infusing a little more heart into life. The interactive experience allows guests of all ages to create their own plush companions, from the sewing of the plush to the dressing and naming of their furry friends. With over 500 locations, along with a strong e-commerce presence, Build-A-Bear continues to forge emotional connections with consumers worldwide.

The recent expansion in partnership with the Kansas City Chiefs encapsulates more than just a business agreement; it represents a shared ethos focusing on joy, celebration, and community impact through their unique offerings and beloved brand engagements. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted impressive consolidated total revenues of $486.1 million for fiscal 2023, showcasing their continued success and growth in the marketplace.

Frequently Asked Questions

What new products will Build-A-Bear offer through its partnership with the Chiefs?

Build-A-Bear will expand its NFL product lineup to include co-branded items for every NFL team, available online and at select workshops.

How does the Kansas City Chiefs collaboration enhance fan experience?

This partnership will allow fans to engage through the Chief's digital Fan Cam and win prizes by finding Build-A-Bear products during games.

What age groups does Build-A-Bear target with its products?

While traditionally focused on children, Build-A-Bear is increasingly attracting older 'kidult' consumers, representing up to 40% of sales.

What is the significance of "Jersey Thursdays"?

Jersey Thursdays invite fans to wear their favorite NFL jerseys for a discount on in-store purchases, enhancing community engagement.

When was Build-A-Bear founded?

Build-A-Bear was established in 1997 and has since grown into a beloved brand recognized globally for its personalized stuffed animals.

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