Thursday, February 19, 2009
Love. Hugs. Peace. Build-A-Bear & David Archuleta.
Working partnership with Save The Children, Build-A-Bear has launched a new global campaign called Love. Hugs. Peace.™ to encourage children to help make the world a better place, one hug at a time.
The movement offers a variety of ways to get involved, including new avenues to give back, and builds on company programs that recognize, celebrate and reward community service. Kids can join the movement here by making a love, hugs or peace pledge, and telling how they will do their part to make a difference.
From Feb. 14 - March 4, each person who donates $1 to Save the Children, either through the website or at a participating Build-A-Bear store, receives a thank you gift - a download of the movement’s new signature song, "It's All About Love", by 2008 American Idol runner-up David Archuleta. From Feb. 14 - March 4, Build-A-Bear will match each donation, up to $50,000.
The song was written by CEO/CCO of DMI Music & Media Solutions, Tena Clark, especially for Build-A-Bear. Build-A-Bear will use it as the anthem of the campaign. Other artists will record the song, as the campaign progresses over the course of the year.
This campaign would be incomplete without a line of new Build-A-Bear t-shirts. Archuleta's fans will be able to buy a t-shirt with David's photo on it, for their Build-A-Bear bears. UHHHH ... how smart are the marketers who created this campaign!!!
The campaign's logo will be turned into a new fashion icon, and will be featured on Build-A-Bear Workshop fashions and friends throughout the year. There will be a series of exclusive bear-sized t-shirts. For each t-shirt purchased, (prices range from $5 - $6.50) Build-A-Bear will donate 25 cents to Save the Children. Spring Hugs Bear, the first furry friend in the Beary Limited® edition Collectibear® 2009 Seasons of Hugs Bear series, is now available for $20. Each bear is individually numbered and includes a collectible pin. Guests that make Spring Hugs Bear also receive 7,500 Bear Bills® for buildabearville.com®.
The marketers are extending this campaign to the web, too, since 7.5 million people visit the Build-A-Bear website. On the site, people can buy virtual Love. Hugs. Peace. t-shirts and banners, and can watch special celebrity interviews, including an exclusive chat with Archuleta on the Build-A-Bear "Chloe Show" Feb. 14 through March 4.
In addition to this campaign, Build-A-Bear has several on-going projects that give back to the community.
The 6th annual search for Huggable Heroes® is a year-round stuffed animal donation drive for kids, and a grant program.
Kids ages 7 - 18 can enter a contest, now in its 6th year, that recognizes and rewards 12 community-minded young leaders, ages seven through 18, through the Huggable Heroes program. Winners receive a $7,500 educational scholarship and $2,500 in the form of a donation to the 501(c)(3) charity of his or her choice.Entries for the 2009 contest are due on Feb. 27th.
On Stuffed with Hugs™ day, a designated day each year, consumers are invited to visit any participating Build-A-Bear store to help make stuffed animals for free, which are then donated to a cause. As a result, 325,000+ bears have been donated to local community organizations near Build-A-Bear stores, including children's hospitals, firefighters and police officers, the USO, UNICEF, Ronald McDonald House Charities, children in foster and adoptive care organizations, children’s health and wellness initiatives, children’s literacy organizations and humane education programs. Build-A-Bear also holds Stuffed with Hugs events in response to natural disasters, such as hurricanes and floods.
In addition, Build-A-Bear donates stuffed animals during the holidays. In 2008 they partnered with the U.S. Marine Corps Toys for Tots program, and donated 380,000+ toys. In 2009, Build-A-Bear stores will be collection points for the Toys for Tots toy drive, and will facilitate cash donations through its purple satin heart sales.
Build-A-Bear is accepting grant applications for 2009 The company also recently announced that it is now accepting grant applications for 2009 through the Build-A-Bear Workshop Bear Hugs Foundation and the Build-A-Bear Workshop Foundation.
source: Build-A-Bear website