ST. LOUIS, Aug. 3, 2017 /PRNewswire/ -- Build-A-Bear
Workshop today announced official details of a new partnership with
PBS KIDS. In April, Build-A-Bear kicked off a corporate sponsorship
of two PBS KIDS programs, Curious George and Wild Kratts. This is
the first time Build-A-Bear Workshop has underwritten national
programming on PBS. The ongoing 2017 partnership is being
communicated during "Curious George" and "Wild Kratts" airings
through custom, 15-second video underwriting messages, developed to
convey the brand benefits of Build-A-Bear and its alignment with
PBS KIDS.
"Like Build-A-Bear Workshop, PBS KIDS values the advancement of
creativity and imagination," said Sharon
Price John, president and chief executive officer,
Build-A-Bear Workshop. "Build-A-Bear encourages children of all
ages to use their inventiveness as they experience our unique
process to make their own special furry friend. And now, as we
approach our 20th birthday, many of our Guests who were
introduced to Build-A-Bear as kids have little ones of their
own—not unlike PBS."
Suzanne Zellner, Vice President,
Sponsorship Group for Public Television, added, "PBS KIDS sponsors
set themselves apart from competitors by showing support of public
television and aligning with its values: love of learning,
STEM education, social and emotional learning, appreciation of the
arts and self-expression, and more. Research shows that parents
overwhelmingly view PBS KIDS as the number one educational media
brand, and we are proud to partner with a trusted family brand like
Build-A-Bear Workshop."
The underwriting messages from Build-A-Bear Workshop include
videos that air during episodes of "Curious George" and "Wild
Kratts," as well as digital advertising on pbskids.org and
pbs.org/parents. The on-air and digital messages, which encourage
creativity and imagination, will run through the end of 2017 as
part of an extended sponsorship.
Build-A-Bear also plans to integrate summer- and
friendship-themed content from PBS KIDS into select events at U.S.
Build-A-Bear Workshop stores, including a friendship celebration
weekend August 4-6 in honor of
National Friendship Day. The PBS KIDS content includes activity
sheets and booklets for kids as well as resources for parents to
use in educating their children about friendship and empathy.
As it relates to the company's continued commitment to
television advertising as an effective communication channel,
Build-A-Bear also recently unveiled a new TV commercial that
features an original jingle and highlights the iconic,
Make-Your-Own experience Guests can only find at Build-A-Bear
Workshop. The spot is currently airing on a variety of networks
that reach moms and kids; it also offers the brand an opportunity
to develop inserts around seasonally relevant product stories.
For more information about Build-A-Bear Workshop, visit
buildabear.com and follow the brand
on Facebook, Twitter, YouTube and Instagram.
About Build-A-Bear
Celebrating 20 years of business in
2017, Build-A-Bear is a global brand kids love and parents trust
that seeks to add a little more heart to life. Build-A-Bear
Workshop has approximately 400 stores worldwide where Guests
can create customizable furry friends, including company-owned
stores in the United
States, Canada, Denmark, Ireland, Puerto Rico,
the United Kingdom and China, and franchise stores
in Africa, Asia, Australia, Europe, Mexico and
the Middle East. The company was named to the Fortune 100 Best
Companies to Work For® list for the ninth year in a
row in 2017. Build-A-Bear Workshop, Inc. (NYSE:BBW)
posted a total revenue of $364.2 million in fiscal 2016.
For more information, visit buildabear.com.
About the Sponsorship Group for Public Television
The
Sponsorship Group for Public Television represents the best
sponsorships on PBS, with national program inventory from WGBH
Boston and other producers of quality public television programs,
across all genres. For more information on PBS sponsorship
opportunities, contact the Sponsorship Group for Public Television
at 800.886.9364, e-mail sgptv@wgbh.org or visit
sgptv.org.
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SOURCE Build-A-Bear Workshop