Care Bears is delivering its message of caring, sharing, and community to the sports world with Care-A-Lot Clubhouse, a series of live activations at Major League Baseball (MLB), National Hockey League (NHL), and Women’s National Basketball Association (WNBA) events.
The initiative, developed by Cloudco Entertainment with location-based entertainment agent Bay Laurel Advisors and retail licensee BDA Sports, has been running the court across the U.S. since April. Care Bears is partnering with teams on costume character appearances, plush giveaways, Jumbotron moments, themed ticket packages, and community initiatives designed to connect the brand with sports fans of all ages.
“Care Bears fans have always known there’s magic in caring about something together, and that’s exactly what’s happening out there right now,” says Kristeen Tibbits, vice president, global marketing at Cloudco Entertainment. “The U.S. has become a hub for sports fandom, with fans in the streets, stadiums roaring, and energy like nothing we’ve seen before. Whether it’s a belly badge or a team jersey, showing up and caring out loud is what fandom is really about. Care-A-Lot Clubhouse taps into that same spirit at the ballpark and the arena, and it’s a great example of how we’re finding new ways to bring caring to places where fans already are.”
Care-A-Lot Clubhouse visits the Toronto Blue Jays Aug. 15, Cleveland Guardians Aug. 16, and Seattle Mariners Aug. 24. Previous activations include the Houston Astros, Connecticut Sun, Minnesota Lynx, and Nashville Predators. The initiative launched last year with a stadium takeover alongside Taiwan’s Rakuten Monkeys of the Chinese Professional Baseball League and a merchandise collaboration with Japan’s Tokyo Giants.
“The Cleveland Guardians are proud to partner with our Northeast Ohio neighbors and spread the magic of ‘sharing is caring’ with Care-A-Lot Clubhouse at Progressive Field,” shares Anne Madzelan, senior manager, advertising and promotions at Cleveland Guardians.
The program has also incorporated charitable initiatives. During the Connecticut Sun’s Pride Night, Care Bears provided 500 plush for fan giveaways and donated 50 tickets to Education Equity for Queer Children. During Camp Day, Care Bears costume characters appeared at the arena, while another 50 tickets were donated to the Boys & Girls Club of Greater Waterbury.
“Merchandise collaborations bridge fandoms and put brands in front of fresh audiences,” explains Steve Avanessian, executive vice president of client services and sports at BDA.
Care-A-Lot Clubhouse is part of Cloudco’s broader push into location-based entertainment as Care Bears approaches its 45th anniversary next year. The company is exploring additional opportunities across themed entertainment, immersive experiences, family entertainment centers, and hospitality.
Learn more at cloudcoentertainment.com.
