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

Cheerleading popularity

Currently, over 3 million cheerleaders in the United States participate in various types of cheerleading, including youth rec, all star, school cheer, and STUNT, according to data from USA Cheer. Inspired by this trend, the Build-A-Bear and Varsity Spirit collection captures the iconic look of Varsity Spirit uniforms, designed to resonate with fans across generations.

"This relationship is about much more than licensed products," said Sharon Price John, President and CEO of Build-A-Bear Workshop. "It taps into the growing energy and strong culture of the sport of cheerleading. By blending Build-A-Bear's personalized experience with Varsity Spirit's vibrant community, we're offering fans and squads something truly memorable – a chance to celebrate what they love while strengthening connections and celebrating team spirit."

Partnership events

Build-A-Bear pop-up shops will be featured at Varsity Spirit's national events offering fans new ways to engage with the brand and create personalized cheer-themed bears. In addition, Varsity-themed parties at participating Build-A-Bear Workshops provide teams with a unique opportunity to celebrate their achievements while bonding over personalized creations. These co-marketed experiences are designed to give fans lasting memories and strengthen connections.

"Our relationship with Build-A-Bear creates unique opportunities to delight our customers," said Bill Seely, President of Varsity Spirit. "Placing Varsity-licensed products throughout Build-A-Bear's extensive store network will help us together create lifelong memories for our athletes and their families."

"Working with a fellow industry leader like Build-A-Bear enables us to further our mission of elevating the student, athlete and fan experience," said Matt Deimund, Chief Transformation Officer for Varsity Spirit. "We're excited for the opportunity to create more memorable and fun-filled experiences for these athletes and their families."