Build-A-Bear Workshop 2014 Annual Report Download - page 11

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RELATIONSHIPS
We attract best-in-class partners who
want to bring their intellectual property
to “life” in a way that only we can.
Our make-your-own version of popular characters from
companies ranging from Hasbro to Nickelodeon appeal across
ages and genders. Our "character bears" like our Elsa bear
from Disney's Frozen film both surprise and delight. We often
launch these products to coincide with movie events which
drives awareness and keeps us on trend. We also attract a
broad audience with our licensed sports oering featuring both
pro and college teams. Many of these relationships evolve to
include co-marketing and, in the case of Disney, real estate. We
expect to continue to build on the cross-functional strength of
our key relationships to expand our business and create
incremental value for our partners.
R
2014 ANNUAL REPORT 9BUILD-A-BEAR WORKSHOP, INC.