Two Missouri-based companies are teaming up for some gridiron goodness.
Build-A-Bear Workshop inked a multi-year deal with the back-to-back Super Bowl Champion Kansas City Chiefs. The deal expands on Build-A-Bear’s 20-year partnership with the NFL.
Under the new deal, Build-A-Bear becomes the presenting partner of both the “KC Wolf” mascot and the Chiefs digital Fan Cam experience in which game attendees can tag themselves in a high-resolution, full-stadium picture in addition to hunting for a Build-A-Bear hidden somewhere in the stands during each home game at Arrowhead Stadium for a shot at winning a prize.
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."
According to Build-A-Bear, the adult collector market, aka “kidults,” now represents up to 40% of its overall business.
The company says it’s leaning into the “broadening consumer demographic” that overlaps between NFL and Build-A-Bear fans.
No word yet on Travis Kelce or Taylor Swift Build-A-Bears, but fans can no doubt pretend and play dress-up with all the options currently available at their local Build-A-Bear Workshop.
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