Hershey’s x Build-A-Bear

Collaboration

Shannon Higgins
AC221 207
Jeanne Salvatore
12/16/2021
shannon_higgins@fitnyc.edu
Table of Contents
Summary ………………………………………………………………………………………………………. 2

Pitching Page ………………………………………………………………………………………………… 4

Social Media Choices .…………………………………………………………………………………… 7

Contents of Media Kit …………………………………………………………………………………… 9

News Release ………………………………………………………………………………………………… 12

FAQ ………………………………………………………………………………………………………………. 15

Feature Story………………………………………………………………………………………………… 17

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Summary
Goal Statement: The goal of the Hershey’s x Build-A-Bear Collaboration is to promote both

companies’ brands with promotional media, as well as drive up sales with a limited-edition

collection. In addition, customer loyalty will increase as brands from each company begin to

shop at both businesses.

Overview: The Hershey’s x Build-A-Bear Collaboration is a seasonal collection that combines

the brand imagery and characters of The Hershey Company with the merchandise of Build-A-

Bear Workshop. The collection is made up of three new bear designs inspired by Hershey,

Kisses, and Reese’s, the three main mascots of HersheyPark and the overall Hershey’s brand.

This media kit dives into the suggested content, new social media tactics, example press

releases, a quick FAQ to answer consumer questions, and methods of reaching out to interested

journalists to spread awareness on the collaboration. Each part is time-sensitive as this

collection is exclusive for the 2021 holiday season alone. A general timeline includes

announcement of the collaboration on November 19th and release of the collection on

December 10th, with various promotional materials to be released from the end of November

until the week of New Years.

Key Tactics: Some highlighted tactics in this media kit include three new TikTok accounts for

the HersheyPark mascots to showcase adventures at the theme park with their bear

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counterparts. The social media content was added as an unconventional method to attract the

eyes of a younger audience and draw them to influence their families to plan their next family

trip at HersheyPark. Young parents who use TikTok would also see the content and want to visit

so they can buy the bears for their children and participate in the social media frenzy during the

holiday season.

There is also an FAQ that answers common questions about the collaboration for

journalists as well as interested consumers. This list of questions is necessary to avoid

answering the same concerns repeatedly, especially in a conference or over email. It clears

clutter from the environment and keeps the project efficient.

Key Audiences: This collaboration’s media can target two different main audiences; children

ages 6-14 and parents ages 25-40. The media that appeals to children will come in images and

videos, such as the bears and Hershey’s mascots having fun in HersheyPark or other children

enjoying the comfort of a bear while sleeping at the Hershey Lodge. The idea will be to entice

children with fun days ahead and new adventures with their furry friend.

Young parents will be the second main audience, as they are interested in finding new,

entertaining yet educational activities for their family and especially their children. Sharing the

joy of a family vacation at HersheyPark, bundled with a new friend and gift for your child is a

great way to go. Along with this, the idea of easing the burden of Christmas gift giving with a

new stuffed animal seems almost too easy for parents. With this media kit we can make the

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holidays a relief for parents, as they can focus more on enjoying time with their family and less

on finding the perfect gift for their children.

Pitching Page
When pitching the collaboration, I would target travel families and toy-centric

journalists. My first pick is the Wherever Family, as they are a group of journalists who center

on traveling and a free-spirit. Some of their contributors are fans of supporting local

entertainment and food, such as Holly Riddle, and therefore would make a great option for

supporting Hershey as one of the prime holiday destinations this season.

When thinking of supporting the direct collaboration, The Toy Insider stuck out as a

perfect candidate to reach out to. The group is made of many different journalists who review

and recommend different toys for children, so to have our collaboration on their website or

social media would be a great opportunity. While they do not list every contributor they have on

their team, their page says the best way to contact the group is through the editor, Marissa

Silva. Marissa will be my example in the script below.

Lastly, a blogger caught my eye. Jessica Lopa, founder of Mommy University, is currently

a big fan of HersheyPark and even attends Christmas Candylane every year with her family.

This blogger would be a perfect opportunity to promote the bears to an audience of mothers

from another mother’s perspective. Mommy University also pushes education with

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entertainment, which promotes a balanced environment between fun and learning, which

Hershey’s can tap into in other aspects of their marketing.

FROM: shiggins@hersheys.com
TO: marissa@toyinsider.com

Subject: Your Audience Needs to Hear about the Hershey’s x Build-A-Bear

Holiday Collaboration!

Dear Marissa,

The new Hershey’s x Build-A-Bear Collection is the perfect front-page story for your next

holiday issue! The limited merchandise is exactly what parents that read your articles need to

know about before Christmas arrives. Here is a list of all the details you might need when

writing your story.

The new collection includes three new bears themed after the most popular Hershey’s

characters: Hershey’s, Kisses, and Reeses. Each bear has its own new voice box and over 10

pieces of candy-themed clothing and accessories that can only be bought this December.

Families can buy their bears at any participating Build-A-Bear workshop, on buildabear.com, or

at the new HersheyPark Pop-up Workshop made for this collection. So anyone coming to

HersheyPark’s Christmad Candylane can pick up their bear in-park, and get it all for a discount!

I know your readers will love this collection, so I cleared some of my schedule to meet

with you and answer any questions you may have. Currently, I have time on 12/07 from 2-5 PM

as well as 12/09 from 9-11 AM to discuss the collection either via video conference or at an in-

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person location. Feel free to contact me with any questions you have. I have attached an FAQ

about the collaboration for your convenience. I cannot wait to meet with you!

Happy Holidays,

Shannon Higgins
PR Representative
The Hershey Company
484-553-8668
shiggins@hershey.com

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Social Media Pages
When discussing social media markets to tap into, The Hershey Company may find

success in TikTok. It is an unconventional method at the moment, but a unique opportunity

arises with this platform. Hershey’s advertising team can make separate accounts for Hershey,

Kisses, and Reeses to promote the collection through short, fun videos about the adventures of

each character and their bear counterparts. They can also record interactions with guests at the

park who are getting their limited-edition bears and matching outfits. These videos can

connect the three accounts together, therefore encouraging viewers to follow all three accounts.

The strategy behind this is appealing to the overall younger demographic instead of only to the

parents of families. The young minds can then influence their parent’s decisions on what gifts

to get them or where to go for a family vacation.

The Hershey Company’s Instagram is currently very product-based, so a shift in content

would be productive for this holiday season. Instagram can appeal to young parents and

teenagers simultaneously, which makes it a convenient media to utilize. Improvements should

be made such as an increase in posting frequency, inclusion of Reels and Stories, and

connection between social media such as Facebook or Twitter. Plenty of content can be used

cross-platform, so including similar content on their Instagram is not far from realistic.

Implementing videos for YouTube is especially tricky, however it is possible. Hershey’s

can create content similar to accounts like Blippi, a popular children’s content creator who

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adventures to different locations of parks, fun complexes, zoos, and other locations that would

appeal to children. The Hershey Company could make similar videos with their cast of

characters venturing through HersheyPark to have fun, teach children manners and rules of the

park, and showing an overall happy and safe environment within HersheyPark. This method

can include adventures with the limited-edition bears such as having a special episode of the

Pop-Up Workshop being built and the excitement of Christmas Candylane starting up again.

With videos such as these, many parents could trust their children to watch them for

entertainment. Additionally, including lessons about park rules and learning manners in the

content will please parents who are looking for content that is educational and entertaining at

the same time.

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Contents of Media Kit
The contents of the Hershey’s X Build-A-Bear Collaboration primarily consists of either

promotional material or professional resources. All promotional content, such as videos or

infographics, was selected due to the advantage of visuals. Having a type of visual in news

releases drastically increases the traffic a release will obtain. It also simplifies the information

for the audience, especially the children of families who will see the images and connect to the

bears faster than reading about them. Here are some examples of promotional media:

● There will be a series of three videos showing Hershey’s, Kisses, and Reese’s stuffing and

dressing their respective bears. Long versions will be made for the YouTube page, which

can then be linked on Hershey’s Twitter and Facebook pages, as well as embedded into

the news release announcing the collaboration. Short versions will be made to display

on Instagram Reels as well as the new TikToks created for the characters.

● A TV Commercial for HersheyPark’s Christmas Candylane will air throughout

December including Hershey, Reese’s, and Kisses enjoying sweet treats and rides at the

park with their bear counterparts. At the end of the commercial, each bear will be shown

in the Build-A-Bear pop-up workshop on a shelf, only to be grabbed by children with the

sentence “Mommy, can I get this one?” being heard as the collaboration logo appears on

screen.

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 ● Photos of the bears in various Hershey-themed clothing and accessories will be

included. In some of the pictures, matching outfits and accessories for children will be

shown, with text letting viewers know that these matching sets are available for

purchase in Chocolate Town.

● A brightly-colored infographic will be added showing what each bear’s favorite activity

and sweet treat is at HersheyPark. Hershey’s is the King Milkshakes and Cocoa Cruiser.

Kisses is the Hot Chocolate and the Candylane light show. Reese’s is the King-sized

Donuts and Reeses Cupfusion.

● Promotional shots of the newly-built Pop-Up Workshop in HersheyPark as part of

Christmas Candylane promotions.

● Example designs of a holiday-themed ticket for a bear bought online with families’

tickets. This bear ticket can be turned in at the Pop-Up Workshop for the chosen bear

and clothing.

The professional content will contain information journalists can use when looking into the

business side of this collaboration. This eases tension for any journalists or reporters as they do

not have to look far to get any information they need to write an article on this topic. The

specific content I chose can be found below:

● Personal bios of the CEO of Hershey’s and Build-A-Bear will be available along with

headshots that can be used for any news releases about the collaboration.

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● Select quotes from each CEO will be added here for use expressing their wishes for the

collaboration and what drove both companies to partner up.

● A fact sheet for both The Hershey Company and Build-A-Bear regarding annual profits,

mission statements, and important milestones for the company.

● A boilerplate for both The Hershey Company and Build-A-Bear.

● A list of previous collaborations both companies have done recently, with example

images of the products or events, and the total number of any profits the collaboration

has made or the funds it may have raised for a charity or organization.

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News Release
Contact:
Shannon Higgins
shiggins@hershey.com
484-553-8668

FOR IMMEDIATE RELEASE

The Hershey Company Partners With Build-A-

Bear for Exclusive Bear Collection

The limited-run Collaboration will introduce three new bears,

three new voices, and multiple Hershey’s-branded outfits.

HERSHEY, Pa., Nov. 19, 2021 /PRNewswire/ - The Hershey Company announced on

Friday that they will be teaming up with Build-A-Bear Workshop to release a brand new

collection of bears, voice boxes, and outfits for the 2021 holiday season. These bears will be

themed after the Hershey, Kisses, and Reese’s characters seen in Hershey’s advertising and

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around the park. All new outfits and accessories will be sweet-themed, with some matching the

toddlers’ and children’s sets available at the shops in Chocolate Town.

To celebrate the collaboration, HersheyPark is getting its own Build-A-Bear Pop-Up

Workshop. This temporary store will sell all the exclusive merchandise included in the

collection. Guests of the store will also be visited by the HersheyPark mascots as they help

children stuff and accessorize their bears.

As a limited-edition run, the bears and accessories are set to release on 12/10 at 10 AM

both in-store and online. Those looking to get their bears at the Pop-Up Workshop can

purchase their bears ahead of time with their park tickets in order to receive a discount. This

sweet package comes with one of the three bears, one exclusive voice, a beating heart, one

outfit, and one accessory for $49.95.

With the Christmas season approaching fast, Hershey’s CEO Michelle Buck voiced her

joy for “being able to give families an extra-special experience this year at Christmas

Candylane.” She also mentioned that working with Build-A-Bear’s CEO Sharon Price John has

been wonderful. Michelle added, “This may not be the first and last time you see Hershey’s and

Build-A-Bear working together.”

###

The Hershey Company is headquartered in Hershey, Pa., and is an industry-leading snacks

company known for bringing goodness to the world through its iconic brands, remarkable people and

enduring commitment to help children succeed. Hershey has approximately 17,000 employees around the

13
world who work every day to deliver delicious, quality products. The company has more than 90 brands

around the world that drive more than $8 billion in annual revenues, including such iconic brand names

as Hershey's, Reese's, Kit Kat®, Jolly Rancher, Ice Breakers, SkinnyPop, and Pirate's Booty. For more than

125 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder,

Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on

helping children succeed.

Build-A-Bear is a global brand kids love and parents trust that seeks to add a little more heart to

life. Build-A-Bear Workshop has over 500 stores worldwide where Guests can create customizable furry

friends, including corporately-managed stores in the United States, Canada, China, Denmark, Ireland,

Puerto Rico, and the United Kingdom, third party retail locations and franchise stores in Africa, Asia,

Australia, Europe, Mexico, the Middle East and South America. Build-A-Bear Workshop, Inc. (NYSE:

BBW) posted total revenue of $338.5 million in fiscal 2019. For more information, visit the Investor

Relations section of buildabear.com

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FAQ
What is the Build-A-Bear x Hershey’s Collaboration?

The Build-A-Bear x Hershey’s Collaboration is a limited collection of bears, clothing,

accessories, and voice boxes themed after Hershey's characters. The collaboration was made to

bring sweetness and joy to families during the holidays.

What bears will be available?

The new bears include Hershey as a chocolate brown grizzly bear, Reese’s as a bright orange

classic bear, and Kisses as a silver bunny. Each bear has its own design and comes with the

Hershey’s logo embroidered on its paw.

Where will the bears be sold?

All bears will be sold in stores and online for a limited time. HersheyPark’s pop-up workshop

will have these bears available along with exclusive merchandise for the park.

What is the HersheyPark pop-up workshop?

The pop-up shop is a temporary Build-A-Bear Workshop made to sell exclusive collaboration

merchandise. This includes the three bears, outfits, accessories, and matching sets in children’s

sizes. The shop will run through Hershey’s Christmas Candylane season. Merchandise can be

purchased ahead of time when buying tickets to the park.

When will the bears be available for sale?

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The bears will be available starting on 12/10. Online purchases will go live by 10 AM. Check with

your local Build-A-Bear location to find out what time they open.

How long will the bears be sold for?

The bears will be sold during the 2021 holiday season in limited amounts. There are no plans to

sell the bears after this period ends.

What accessories will be included in the collaboration?

The collection will include exclusive Hershey’s-branded clothing and accessories, as well as

matching clothing in toddler and childrens’ sizes. Three new voice boxes will be sold that

matched the new bears with the characters’ voices.

Are pre-orders available?

No. The collection will be released on December 10th. All in-store stock will be available at

opening while the Build-A-Bear website will release the bears at 10:00 AM.

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Feature Story
Contact:
Shannon Higgins
shiggins@hershey.com
484-553-8668

FOR IMMEDIATE RELEASE

Can’t Decide Which Build-A-Bear x Hershey’s

Bear to Get? We’ve Got you Covered.

Get To Know The Bears of Hershey! The exclusive Build-A-Bear x

Hershey’s collaboration is live on 12/10.

HERSHEY, Pa., Nov. 20, 2021 /PRNewswire/ - Parents, rejoice! Build-A-Bear Workshop

and Hershey’s are bringing you the perfect gift for your children this holiday season; a limited-

time collection of customizable sweet-themed bears! Each bear has its own personality, voice,

and accessories only found in Build-A-Bear locations and online. Before you hit purchase, here

is what you need to know about the new bears in town.

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 Our classic chocolate friend Hershey is alive as a lovable grizzly bear! Just like the

original Hershey, this bear is a spunky leader strong enough to help others. Your child will love

Hershey’s sweet chocolate scent and charisma as they lead the family to Cocoa Cruiser.

Everyone’s favorite girl Kisses will be back as a silver bunny! Her extra soft fur and big

blue eyes will melt the hearts of kids and parents alike. Kisses is best for your sweetest kids; the

ones who share their snack with siblings and offer you the last piece of chocolate.

Reese’s is here to round out the list, brighter and more adventurous than ever! Reese’s

comes to Build-A-Bear as a bright orange bear with a big peanut butter cup on his stomach.

Your most energetic children will match Reese’s energy as they run through the halls of the

Hershey Lodge.

Know which bear is perfect for every kid on your nice list? Head to any Build-A-Bear

Workshop location on Friday, December 10th to get your bear first. For online purchases, head

to buildabear.com on the same day for the 10 AM release.

PS. Make your gift extra special with a trip to HersheyPark! Build-a-Bear packages can

now be purchased with Christmas Candylane tickets for a discounted price. Pick out a bear

online, then let your child pick out an outfit and an accessory for just $49.95!

###

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 The Hershey Company is headquartered in Hershey, Pa., and is an industry-leading snacks

company known for bringing goodness to the world through its iconic brands, remarkable people and

enduring commitment to help children succeed. Hershey has approximately 17,000 employees around the

world who work every day to deliver delicious, quality products. The company has more than 90 brands

around the world that drive more than $8 billion in annual revenues, including such iconic brand names

as Hershey's, Reese's, Kit Kat®, Jolly Rancher, Ice Breakers, SkinnyPop, and Pirate's Booty. For more than

125 years, Hershey has been committed to operating fairly, ethically and sustainably. Hershey founder,

Milton Hershey, created the Milton Hershey School in 1909 and since then the company has focused on

helping children succeed.

Build-A-Bear is a global brand kids love and parents trust that seeks to add a little more heart to

life. Build-A-Bear Workshop has over 500 stores worldwide where Guests can create customizable furry

friends, including corporately-managed stores in the United States, Canada, China, Denmark, Ireland,

Puerto Rico, and the United Kingdom, third party retail locations and franchise stores in Africa, Asia,

Australia, Europe, Mexico, the Middle East and South America. Build-A-Bear Workshop, Inc. (NYSE:

BBW) posted total revenue of $338.5 million in fiscal 2019. For more information, visit the Investor

Relations section of buildabear.com

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