Build-A-Bear Workshop is expanding its sponsorship with PBS Kids, which will see 15-second video underwriting messages play during Curious George and Wild Kratts airings.
The new videos have been designed to demonstrate the brand benefits of Build-A-Bear and the company’s alignment with PBS Kids.
“Like Build-A-Bear Workshop, PBS Kids values the advancement of creativity and imagination,” said Sharon Price John, president and CEO of 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.”
Each of the on-air and digital messages will run through to the end of 2017, with digital advertising on pbskids.org and pbs.org/parents set to launch, too.
Build-A-Bear will also introduce summer and friendship-themed content from PBS Kids into select events at US stores, including a friendship celebration weekend taking place from August 4th to 6th to celebrate National Friendship Day.
Suzanne Zellner, VP of 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.”