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

In an exciting announcement that has fans of both plush toys and football buzzing, Build-A-Bear Workshop, Inc. has revealed a groundbreaking multi-year partnership with the reigning Super Bowl LVIII champions, the Kansas City Chiefs. This exclusive deal positions Build-A-Bear as the ‘official bear’ brand of the Chiefs, a title that is sure to bring a new level of engagement and excitement to fans of all ages. The collaboration doesn’t stop there; Build-A-Bear will also become the presenting partner of the team mascot, ‘KC Wolf,’ and the Chiefs’ digital fan cam experience. This innovative partnership between two iconic Missouri-based organizations is nothing short of a touchdown, offering a unique blend of sports and cuddly collectibles that is poised to capture the hearts of many.

The strategic partnership is part of Build-A-Bear’s broader growth strategy aimed at appealing to a widening consumer demographic. By aligning with the Kansas City Chiefs, Build-A-Bear is not only tapping into the fervent fan base of one of the NFL’s most successful teams but also expanding its reach beyond its traditional market. As part of this initiative, ‘Jersey Thursdays’ will be introduced at participating Build-A-Bear workshops, where fans can enjoy a 10% discount simply by wearing their favorite NFL team jersey. This promotion is expected to drive foot traffic to stores and create a festive atmosphere that celebrates both the love of football and the joy of creating personalized stuffed animals.

One of the most fascinating aspects of Build-A-Bear’s recent success is the rise of the ‘kidult’ demographic, which now represents up to 40% of the company’s business. These are adults who have retained their childhood love for stuffed animals and are now indulging in the nostalgia and emotional connection that Build-A-Bear offers. Since its inception in 1997, Build-A-Bear has grown into a beloved multi-generational brand, known for its mission to ‘add a little more heart to life’ by creating stuffed animals that celebrate life’s special moments. This new partnership with the Kansas City Chiefs is a testament to the brand’s ability to evolve and stay relevant in an ever-changing market.

Build-A-Bear’s global footprint is impressive, with over 500 company-owned, partner-operated, and franchise locations worldwide. In addition to its physical stores, the company has a robust e-commerce platform that allows customers to create and purchase their customized bears online. This digital presence is complemented by non-plush branded consumer categories, which include a variety of merchandise that extends the Build-A-Bear experience beyond just stuffed animals. The company’s subsidiary, Build-A-Bear Entertainment, further enhances the brand by creating engaging content that resonates with audiences of all ages.

One of the highlights of Build-A-Bear’s recent endeavors is their newest communications campaign, ‘The Stuff You Love.’ This campaign celebrates over 25 years of creating cherished memories and aims to connect with both new and long-time fans of the brand. By leveraging the emotional appeal of their products and the nostalgic value they hold, Build-A-Bear continues to reinforce its position as a leader in the toy industry. The partnership with the Kansas City Chiefs aligns perfectly with this campaign, offering fans a new way to engage with the brand through their love of football.

Financially, Build-A-Bear Workshop, Inc. is in a strong position, having posted consolidated total revenues of $486.1 million for fiscal 2023. The company operates through three main segments: direct-to-consumer, commercial, and international franchising. The direct-to-consumer segment includes corporately-managed stores and online sales, which together form the backbone of Build-A-Bear’s retail operations. The commercial segment encompasses wholesale sales and the licensing of intellectual properties, allowing the brand to reach even more consumers through various channels. Lastly, the international franchising segment includes franchisees who operate store locations globally, further expanding the brand’s reach and influence.

One of the key elements of Build-A-Bear’s product offering is their range of officially licensed NFL products, which cater to fans of every team. This extensive selection allows customers to create bears dressed in the colors and logos of their favorite NFL teams, making them perfect gifts for football enthusiasts. The partnership with the Kansas City Chiefs is expected to bring even more attention to these products, driving sales and enhancing the overall fan experience. By combining the excitement of the NFL with the customizable nature of Build-A-Bear products, this collaboration is set to be a winning formula.

The Kansas City Chiefs, fresh off their Super Bowl LVIII victory, are an ideal partner for Build-A-Bear. The team’s success on the field and their passionate fan base make them a perfect match for the brand’s mission of creating memorable experiences. The Chiefs’ mascot, KC Wolf, is already a beloved figure among fans, and his association with Build-A-Bear will only strengthen that bond. The digital fan cam experience, presented by Build-A-Bear, will offer fans new and interactive ways to engage with the team, whether they’re at the stadium or watching from home.

As part of the partnership, Build-A-Bear and the Kansas City Chiefs will collaborate on various marketing and promotional activities throughout the year. These initiatives will include special events, exclusive merchandise, and unique fan experiences designed to bring the excitement of both brands to life. By working together, Build-A-Bear and the Chiefs aim to create a synergy that benefits both organizations and their respective fan bases. This collaboration is a prime example of how two seemingly different brands can come together to create something truly special.

The timing of this partnership couldn’t be better, as Build-A-Bear continues to celebrate its 25th anniversary. This milestone is a testament to the brand’s enduring appeal and its ability to adapt to changing consumer preferences. Over the past quarter-century, Build-A-Bear has built a loyal following by offering a unique and personalized shopping experience that resonates with people of all ages. The partnership with the Kansas City Chiefs is a natural extension of this legacy, bringing the brand’s signature heart and creativity to a whole new audience.

Looking ahead, Build-A-Bear has ambitious plans to continue its growth and innovation. The company is constantly exploring new ways to enhance the customer experience, whether through new product offerings, expanded digital capabilities, or strategic partnerships like the one with the Kansas City Chiefs. By staying true to its core values while also embracing new opportunities, Build-A-Bear is well-positioned to thrive in the years to come. The partnership with the Chiefs is just one example of how the brand is evolving to meet the needs and desires of today’s consumers.

In conclusion, the exclusive partnership between Build-A-Bear Workshop, Inc. and the Kansas City Chiefs is a game-changer for both brands. By combining the magic of Build-A-Bear with the excitement of NFL football, this collaboration offers fans a unique and engaging experience that celebrates their love for both. As Build-A-Bear continues to expand its reach and appeal, this partnership serves as a shining example of the brand’s ability to innovate and connect with a diverse audience. With exciting promotions like ‘Jersey Thursdays’ and the presenting sponsorship of KC Wolf and the digital fan cam experience, Build-A-Bear and the Kansas City Chiefs are poised to score big with fans everywhere.