Build-A-Bear Unveils Unique Collaboration with Varsity Spirit as Cheerleading's Popularity Skyrockets

Core Insights - Build-A-Bear Workshop has announced a collaboration with Varsity Brands, specifically its Varsity Spirit division, to create a collection that celebrates cheerleading culture through exclusive products and experiences [1][2][3] Company Overview - Build-A-Bear Workshop, established in 1997, focuses on creating personalized stuffed animals and has expanded its offerings to include e-commerce and licensing agreements [5][6] - The company reported consolidated total revenues of $486.1 million for fiscal 2023 [6] Industry Context - Varsity Spirit is a leader in cheerleading and dance team apparel, impacting over a million athletes annually through uniforms, camps, and competitions [7] - There are currently over 3 million cheerleaders in the United States participating in various forms of cheerleading [2] Collaboration Details - The partnership includes pop-up shops at Varsity Spirit's national events, which can attract up to 20,000 attendees, allowing fans to engage with the Build-A-Bear brand [3] - Varsity-themed parties at Build-A-Bear locations provide teams with opportunities to celebrate achievements and create personalized items [3][4] Product Offering - The new collection captures the iconic look of Varsity Spirit uniforms, designed to resonate with fans across generations [2][4]