Build-A-Bear Workshop has announced a collaboration with Varsity Spirit, a division of Varsity Brands known for its involvement in cheerleading, dance, and team spirit activities. This partnership introduces a line of products inspired by Varsity Spirit uniforms, aiming to celebrate cheerleading and its cultural relevance through personalized furry friends, pop-up shops, and themed parties.
Photo unavailableWith over 3 million cheerleaders participating across various levels in the U.S., including all-star, youth rec, school cheer, and STUNT (according to USA Cheer), this collaboration focuses on providing cheerleading fans and athletes new ways to engage with both brands. The Build-A-Bear and Varsity Spirit collection highlights the look of iconic Varsity Spirit uniforms, offering fans the opportunity to create personalized bears with cheerleading-inspired outfits.
Sharon Price John, President and CEO of Build-A-Bear, stated that the collaboration emphasizes the shared values of spirit and community: “By blending Build-A-Bear’s personalized experience with Varsity Spirit’s vibrant community, we’re offering something memorable for fans.”
As part of the collaboration, Build-A-Bear will feature pop-up shops at Varsity Spirit’s national events, which attract up to 20,000 attendees. Additionally, Varsity-themed parties will be available at participating Build-A-Bear stores, providing teams with opportunities to celebrate their accomplishments while creating custom bears.
