Build-A-Bear Workshop Rolls Out Broad Licensing Program
Build-A-Bear Workshop is rolling out its first broad licensing program via nine licensees. The first of the products – two sizes of plush from Just Play – began selling exclusively through Walmart in August, and Esquire Footwear rolled out Halloween-themed slippers last month, says Build-A-Bear’s Jennifer Kretchmar.
Esquire will deliver a broader 25-SKU assortment at Walmart and Target this month.
Lion Forge Labs also is selling licensed graphic novels through Build-A-Bear stores and GBG Beauty (beauty) is shipping lip balm and bath bombs this fall.
Other licensees that will deliver product starting in the spring include Innovative Designs (stationery, craft kits), Inno Knits (apparel), H.E.R Accessories (jewelry and accessories), Rashti & Rashti (baby apparel), Fast Forward (bags, purses), Shindigz (party goods) and Underwraps (costumes). Brand Activation Consulting brokered the agreements
In addition to its core Build-A-Bear brand, the company is making sub-brands featuring internally developed characters – Kabu, Rainbow Friends and Beary Fairy Friends– available to licensees. Rashti & Rashti was among the first to deploy a sub-brand when it introduced baby apparel with a Little Cub Hugs label that was co-branded with Build-A-Bear. The sub-brands are being deployed with “inspired by” collections based on Build-A-Bear characters, says Kretchmar.
As licensees ship new products, the company is piloting an in-store format at a half dozen Walmart locations in markets where Build-A-Bear either has no stores or a small presence, says Kretchmar.
Build-A-Bear also will introduce a shop-within-a-shop format in November at four Great Wolf Lodge resorts in Bloomington, MN; Boston, MA; Sandusky, OH and Colorado Springs, CO. The Great Wolf shops will have a selection of Build-A-Bear’s top-selling products. The locations, which range in size from 300-700-sq. ft., are being staffed by Great Wolf Lodge with Build-A-Bear providing training.
Contact:
Brand Activation Consulting, Michelle McLaughlin, Principal, 310-363-1418, mmclaughlin@bac-usa.com
