Build-A-Bear Workshop, Inc. has announced an exclusive multi-year partnership with the Kansas City Chiefs, the back-to-back Super Bowl champions. The agreement includes Build-A-Bear becoming the presenting partner of the team’s mascot, KC Wolf, and the Chiefs’ digital Fan Cam experience. The collaboration aims to enhance game day engagement by allowing fans to tag themselves in a high-resolution, full-stadium image, and giving attendees the chance to locate a Build-A-Bear in the stands for a special prize during each home game. This partnership establishes Build-A-Bear as the official bear brand of the Kansas City Chiefs.
Build-A-Bear’s relationship with the NFL spans over 20 years, and the brand’s officially licensed NFL products continue to be popular among fans. The product lineup, featuring co-branded merchandise for all NFL teams, is available both online and in select Build-A-Bear Workshops. As part of its expanded marketing efforts, Build-A-Bear will launch “Jersey Thursdays” at participating stores starting September 5. On these days, fans who wear their favorite NFL team jersey will receive a 10% discount on in-store purchases.
This partnership is part of Build-A-Bear’s growth strategy to engage a broader demographic, which now includes a significant number of teen and adult consumers. The Kansas City Chiefs partnership is expected to appeal to this expanding customer base, which now represents up to 40% of the brand’s sales.