BUILD A BEAR WORKSHOP
+ Talent Identification, Negotiation
+ Entertainment Strategy
+ Experiential Platforms
+ Episodic Content Creation
+ Intelectual Property Development
UEG was tasked with breaking Build-A-Bear Workshop (BABW) out of one-off talent and licensing deals.
Prior to UEG joining the team, BABW had licensed the rights to Nickelodeon/Disney Intellectual Properties, such as High School Musical and Hannah Montana, in store and online.
As part of the structure of the previous deals, BABW did not have access to talent, the music, or even the ability to request in store appearances. Worse, BABW was working with shows that had already reached “success”, therefore, the option of outside deals with the talent was prohibitively expensive.
UEG’s unique approach was to identify the NEXT hugely successful show and the talent to emerge from it. That being said, we crafted a 360 deal with Victoria, star of the Nickelodeon hit show, VICTORIOUS.
Victoria’s deal includes a multi-pronged approach wherein BABW has access directly with the talent vs. only the show and the freedom to feature her across all marketing touch points. Additionally, Victoria will be licensing her own plush and series of merchandise.