Build-A-Bear Inks Sweet Deal

Build-A-Bear Workshop has tapped Praim Group to create and distribute an all-natural line of chocolate bars and gifts in its retail locations.

April 6, 2018

1 Min Read

Plush retailer partners with Praim for chocolate.

Build-A-Bear Workshop has tapped Praim Group to create and distribute an all-natural line of chocolate bars and gifts in its retail locations.

Praim will introduce four confectionery items–two chocolate bars and two Choxcards–that will feature the Build-A-Bear logo across the U.S. initially. A rollout to other retailers and online merchants is in the works for a later date.

Choxcards are part greeting card, part gift card hold and include a chocolate bar.

“Our guests love creating memories and celebrating life's moments when they visit our stores," says Gina Collins, chief marketing officer, Build-A-Bear. "The new Build-A-Bear chocolate bars and Choxcards by Praim are a fun way we can help them make memories even sweeter."

"It's exciting that Build-A-Bear turned to Praim Group to create and implement their new chocolate initiative," says Kerry Laramie, director, sales, Praim Group. "The Build-A-Bear designs are fun and the chocolate is delicious. It's a great fit for this heartfelt brand."

Brand Activation Consulting, the exclusive global licensing representative for Build-A-Bear Workshop, executed the deal.

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