Dive Brief:

• Build-A-Bear Workshop named Kim Utlaut as senior vice president and chief brand officer of the company, the toy retailer announced Tuesday.
• Utlaut will guide the company’s brand and communications strategy with a focus on elevating relationships among its customer base across multiple revenue streams and product offerings. That includes product launches, special guest appearances, “personalized memorable moments” and setting the brand’s tone, among other efforts. She will report to Chief Operations Officer Chris Hurt.
• Utlaut brings more than 20 years of experience in senior leadership roles at The Coca-Cola Company, most recently acting as the general manager for franchise leadership. 

Dive Insight:

With a new chief brand officer shaping its image, Build-A-Bear adds another new member to its C-suite. In September, Build-A-Bear named David Henderson as its chief revenue officer, where he drives the company’s revenue streams, oversees its warehouse operations and assists in shaping the company’s strategic management. In January 2023, the company appointed Dara Meath to serve as its chief technology officer, placing her in charge of the company’s tech team and its digital modernization efforts. 

Build-A-Bear is focused on the evolution of its brand and accelerating profitable growth, according to Hurt. Utlaut’s brand strategy and marketing expertise “is expected to provide valuable insights as we look to continue to build momentum for the brand,” Hurt said in a statement. “We are confident her remarkable background and proven leadership will be valuable as we focus on opportunities to take Build-A-Bear to new heights, bringing even more joy to kids and those young at heart across the globe.”

Build-A-Bear is bringing experienced talent to its leadership following “three consecutive record-setting years,” according to the company. In fiscal year 2023, the company reported a 3.9% bump year over year in total revenues to $486.1 million. In its most recent quarter, the company’s total revenues rose 2.4% compared to the previous year to $111.8 million. 

“The company grew total revenues, even with what we believe to be transitory web demand challenges, resulting in the most profitable second quarter in our history, and demonstrating the sustainability of our transformed business model,” Voin Todorovic, chief financial officer, said in the company’s Q2 earnings statement.