Build-A-Bear Workshop has announced its new partnership with Spin Master, to make, market and distribute a new line of craft products.
Designed to appeal to kids aged from four to 10-years-old, the line will roll out in various markets during 2016, with plans to launch globally in 2017.
“Spin Master brings unprecedented expertise to our partnership, and together, our toy line will bring something to the marketplace that is uniquely Build-A-Bear,” said Gina Collins, chief marketing officer at Build-A-Bear Workshop.
“As we look toward our 20th anniversary in 2017, relationships with industry leaders, like Spin Master, will help our brand remain iconic for the next generation of guests.”
In addition, Spin Master is also introducing a new experience, which will allow children to stuff their Build-A-Bear themselves at home.
Arlene Biran, VP for marketing, activities at Spin Master, added: “Spin Master has a long history of creating craft activity toys, and the new line will add an exciting new play pattern to the Build-A-Bear franchise.”
This Spin Master agreement follows several other license deals for the firm, including Clever Cookie, Jakks Pacific, Froose and Chasing Fireflies.
Collins commented: “We are creating a unique portfolio of brand-relevant Build-A-Bear toys, accessories and snacks that appeal to a variety of consumer segments.
“In addition to entering new channels, our outbound licensing program allows us to offer more variety to loyal fans, while introducing the Build-A-Bear brand to new audiences.”