Day 2 of the NRF 2019: Retail’s Big Show took place on Jan. 14 at the Jacob K. Javits Convention Center in New York City.
Visitors from around the world were welcomed back to the venue, where a number of key speaker sessions took place.
Notable events included the fireside chat between Target chief executive officer Brian Cornell and NRF’s president and chief executive officer, Matthew Shay and; a session with Alibaba Group president Michael Evans.
Back at the Global Licensing Group’s area, Build-A-Bear continued to see long lines for their create-your-own furry friend operation. Next door, the “Sesame Street” sculptures brought a smile to the face of everyone who stopped by to take pictures.
License Global sat down with Michelle McLaughlin of Brand Activation Consulting, who works on the Build-A-Bear brand, to discuss the importance of the GLG booth, “Sesame Street” and Build-A-Bear at the show.
Q: Why is it important for Build-A-Bear to be at NRF 2019: Retail’s Big Show?
A: Build-A-Bear is a retailer. They are currently expanding their retail footprint and launching new concepts like shop-in-shops. They want to hit more people with their licensing program, so BAC helped to develop a brand extension program that includes toys, footwear and more. These products are going to retail doors beyond their shops such as Walmart, Target and more.
Q: Why has Build-A-Bear expanded so rapidly?
A: The consumer has a deep and emotional connection with the brand. Consumers want to find Build-A-Bear wherever they are.
Q: How has a presence at the show helped you to connect to members of the retail community?
A: There’s no better experience than making a furry friend yourself. We’ve been doing stuffing events from 11-2 every day. Visitors see the licensed product in a merchandising format that they would find in the store. It also helps that they see the power of the brand in person. The lines are through the door!
Q: What are the advantages of teaming with GLG and “Sesame Street?”
A: We were so grateful to be selected by GLG and “Sesame Street” is one of the anchors of our industry. Together we were able to show the power of brands through our experiential events. I think we were able to show what a powerful experience licensing can provide.
Q: Why should members of the licensing community attend this show?
A: It’s exposure. We’re all accustomed to traveling to the top 5-10 retailers. This is hitting a broader base of retail clients, mom and pops and international customers that we don’t always have time to get on the road to see.
NRF 2019: Retail's Big Show takes place through Tuesday, Jan. 15.
Stay tuned to License Global’s social channels for updates from the show floor.
Check out additional highlights from opening day below: