Build-A-Bear partners with Praim Group to launch exclusive confectionary

Build-A-Bear Workshop has detailed its new partnership with Praim Group, to create a range of chocolate bars and gifts for its customers.

Praim will launch four new confectionary items, including two chocolate bars and two Choxcards, which will feature the Build-A-Bear logo across the US.

A rollout to other retailers and online dealers will follow at a later date.

The new Choxcards feature a greeting card and a gift card hold combined, and also come with a chocolate bar.

“Our guests love creating memories and celebrating life’s moments when they visit our stores," says Gina Collins, chief marketing officer at Build-A-Bear.

"The new Build-A-Bear chocolate bars and Choxcards by Praim are a fun way we can help them make memories even sweeter."

Kerry Laramie, director of sales at Praim Group, added: "It’s exciting that Build-A-Bear turned to Praim Group to create and implement their new chocolate initiative.

“The Build-A-Bear designs are fun and the chocolate is delicious. It’s a great fit for this heartfelt brand."

Build-A-Bear’s global licensing representative Brand Activation Consulting, is responsible for executing the new deal.

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