Build-A-Bear Workshop has announced a collaboration with Varsity Spirit, a division of Varsity Brands known for its involvement in cheerleading, dance, and team spirit activities. This partnership introduces a line of products inspired by Varsity Spirit uniforms, aiming to celebrate cheerleading and its cultural relevance through personalized furry friends, pop-up shops, and themed parties.
With over 3 million cheerleaders participating across various levels in the U.S., including all-star, youth rec, school cheer, and STUNT (according to USA Cheer), this collaboration focuses on providing cheerleading fans and athletes new ways to engage with both brands. The Build-A-Bear and Varsity Spirit collection highlights the look of iconic Varsity Spirit uniforms, offering fans the opportunity to create personalized bears with cheerleading-inspired outfits.
Sharon Price John, President and CEO of Build-A-Bear, stated that the collaboration emphasizes the shared values of spirit and community: “By blending Build-A-Bear’s personalized experience with Varsity Spirit’s vibrant community, we’re offering something memorable for fans.”
As part of the collaboration, Build-A-Bear will feature pop-up shops at Varsity Spirit’s national events, which attract up to 20,000 attendees. Additionally, Varsity-themed parties will be available at participating Build-A-Bear stores, providing teams with opportunities to celebrate their accomplishments while creating custom bears.
Bill Seely, President of Varsity Spirit, commented on the partnership, noting that it creates unique opportunities for fans and participants: “Placing Varsity-licensed products throughout Build-A-Bear’s extensive store network will help us together create memorable experiences for athletes and their families.”
The new Varsity Spirit collection is available at Build-A-Bear stores and online. More information about the product line and Varsity-themed parties can be found at buildabear.com.
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