Apr
10
Sans CMO, Build-A-Bear Tries TV
Posted in: Uncategorized
George, that curious little monkey, is getting a new playmate: a bear he could stuff himself.
Beginning today, toy brand Build-A-Bear Workshop is investing its marketing dollars in two PBS Kids programs, “Curious George” and “Wild Kratts.” It’s a first-time national PBS sponsorship for Build-A-Bear, but comes during a tough period for the 20-year-old retailer. The company recently parted ways with its chief marketing officer after a disastrous holiday sales season. Now, it’s planning a return to traditional media like TV in order to reach more moms.
On a recent conference call, President-CEO Sharon John Price lamented that the brand had moved away from “historically effective traditional TV.”
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