Build-A-Bear announces collaboration with Varsity Brands

Build-A-Bear Workshop announces a collaboration with Varsity Brands through its Varsity Spirit division, the global leader in cheerleading, dance team, and band apparel, camps, competitions and yearbooks. “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.”