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

Exclusive Pop-Up Shops, Varsity-Themed In-Store Parties, and Co-Marketed Experiences Hit the Mark with Cheer Community

ST. LOUIS, Oct. 3, 2024 /PRNewswire/ -- Build-A-Bear Workshop (NYSE: BBW), the beloved global brand known for offering a personalized experience where guests of all ages can create their own special furry friends, today announces a groundbreaking collaboration with Varsity Brands through its Varsity Spirit division, the global leader in cheerleading, dance team, and band apparel, camps, competitions and yearbooks. This multidimensional relationship reflects the growing cultural relevance of cheerleading through exclusive products, pop-up shops, and themed parties that celebrate the values of spirit, teamwork, and creativity.