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Parent Media Opps: Build-A-Bear continues marketing boosts alongside kids' movie releases

Update: Per a recent Q4 earnings call, Build-A-Bear Workshop has started to boost marketing alongside the releases of kids' movies since 80% of its locations are within two miles of a movie theater. Many upcoming innovative and experiential initiatives will be related to How to Train Your Dragon, Aladdin, The Lion King and Frozen 2.

B-A-B's spend typically spikes during Q4 and surrounding product launches, so keep an eye out for parent-targeted spend with the new movies. The company tends to invest in in-store, TV, social, direct mail, digital and radio. It recently celebrated national hug day with a discount (more

According to iSpot, a YTD national TV spend of $3.1 million has targets kids (see chart right). The retailer's 2018 spend decreased to $15 million from that of $18.6 million in 2017.

Within the past year, Adbeat reports that B-A-B has spent $282,200 on digital display placed mostly site direct (99%) onto sites including news4jax.com, abc15.com, newschannel5.com, local10.com and abcactionnews.com. Spend over the past two years has totaled $355,300.

FleishmanHillard on digital and PR (2017).

Below was originally published on 12/7:

With mall traffic declining, expanding their retail presence with new DIY plush sets, new Esquire Footwear slippers and a Global Brands Group Beauty line. They've also been shifting their marketing.

In the recent Q3 earnings call, execs discussed they were putting a bigger focus on digital strategy that includes more e-Commerce, more social and more CRM. For example, in mid-July, B-A-B launched the Count Your Candles birthday program with a "Pay Your Age" sale. It proved to be very successful - a little too successful - so the company will continue to focus on social and CRM.

Note that this year B-A-B decided to de-emphasize its historically huge promotion for National Teddy Bear Day (September 9) because it was too close to the "Pay Your Age" sale. They lost quite a bit of sales from the day's lack of promotion, but they're hoping to make up for it with a new event. Execs announced they would put a heavy focus on National Hug Day (January 21) in lieu of National Teddy Bear Day.

Despite these shifts to non-traditional mediums, B-A-B hasn't given up their traditional mediums. They recently launched a holiday wishes marketing campaign with efforts running through in-store, TV, social, email, direct mail, digital and radio. The campaign also features a return of seasonal pop-ups inside six Bass Pro Shops (Clarksville, IN; Rancho Cucamonga, CA; Springfield, MO; Fort Meyes, FL; Harrisburg, PA; and Denver, CO) and four Cabela's locations (Hamburg, PA; Wheeling, WV; Lehi, UT; and Buda, TX). The pop-ups will remain open until Christmas Eve.

Because of the new campaign and spending shifts, sellers should stay top-of-mind for dollars. B-A-B primarily targets parents of young kids. Their spend spikes during Q4, but you should also keep an eye on new products. The company has made a habit of releasing a Grinch plush (and corresponding Grinch teddy bear apparel).

Keep in mind, during the holiday season, B-A-B tends to run a Big Furry Deals."

iSpot reports a YTD national TV spend of $12.8 million on kids programming (see targeting right) and about $1.9 million of that has been dedicated to holiday spots that began airing 10/30. Spend in the same timeframe of 2017 totaled $15.5 million, full 2017 spend totaled $18.6 million and spend in 2016 totaled $8.2 million.

Pathmatics reports a YTD digital display spend of $52,100, a 2017 spend of $334,500 and a 2016 spend of $355,800. This year ads are placed direct (100%) onto sites like youtube.com, abc15.com, abcactionnews.com, theindychannel.com and pbs.org. Last year ads were placed primarily direct (95%) onto sites like youtube.com, pbskids.org, pbs.org, ellentube.com and wikia.com.

Winmo states FleishmanHillard has handled digital & PR since 2017.