Build-A-Bear Scores Partnership Deal with Kansas City Chiefs

Build-A-Bear Workshop has announced an exclusive multiyear deal with the back-to-back Super Bowl Champion Kansas City Chiefs. Among other ongoing brand-building opportunities, Build-A-Bear will be the presenting partner of both the popular team mascot, “KC Wolf,” and the Chiefs digital Fan Cam experience focused on game attendees tagging themselves in a high-resolution, full-stadium picture as well as locating a Build-A-Bear in the stands during each home game for the chance to win a special prize. This collaboration between the two  Missouri-based organizations also makes Build-A-Bear the “official bear” brand of the team. 

“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,” says Chris Hurt, chief operating officer, Build-A-Bear. 

For over 20 years, Build-A-Bear’s officially licensed NFL product has delighted football and furry friend fans. The new lineup sports various official co-branded products for every NFL team, available online and in select Build-A-Bear Workshops across the country where localized team offerings will be featured. This season, an amplified marketing effort will support an opportunity for fans to get in the game on “Jersey Thursdays” at participating Workshops by wearing their favorite NFL team jersey to receive a 10% discount on a Build-A-Bear in-store purchase. 

As a part of Build-A-Bear's growth strategy, the Kansas City Chiefs partnership is envisioned to appeal to the broadening consumer demographic that has already purchased NFL/Build-A-Bear co-branded products and comes at a time when the fan bases of the two brands overlap more than ever. In recent years, Build-A-Bear’s sales have extended beyond the original core of kids to include teen and adult consumers, also known as “kidults,” who now represent up to 40% of the business.