The Story Behind F.C. Copenhagen’s Partnership with Build-A-Bear
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The return of the global brand Build-A-Bear to Denmark in 2024 caused quite a stir. Since then, the company has moved quickly, opening a series of stores, most recently a flagship on Købmagergade in Copenhagen. Behind these launches is Morten Geschwendtner and his company, Intersource, a Danish firm that manages a range of international toy rights.
Last week, news broke that the iconic children’s brand had partnered with F.C. Copenhagen, giving the club’s mascot, Leo, a dedicated place in the Build-A-Bear universe – both as plush toys and as part of an accessory collection.
But how does such a collaboration come about, and what does it mean for both the brand and its fans? We spoke with Morten Geschwendtner to get the full story behind the partnership.
“For us, it was an obvious choice to start with the largest football club in the Nordics”
Morten Geschwendtner, CEO & FOUNDER, Intersource
“The concept drew on lessons learned from other markets”
Morten, let’s start with your own “bear career.” You’re the man behind Intersource, which a few years ago secured the rights to Build-A-Bear in Denmark – a major global brand. How did that opportunity come about?
“I’ve been working in the toy industry for nearly 35 years, mainly bringing international concepts to the Nordics. As in many other sectors, a lot comes from the United States.
For a number of years, we’ve partnered with FAO Schwarz – the world’s oldest and largest toy store – and it was through them that we were introduced to the opportunity with Build-A-Bear.
During COVID, Build-A-Bear withdrew from the Nordic region, but we saw potential. So we explored it internally and also approached Salling, a close partner.
That led to a series of shop-in-shops with them, and now our own flagship on Købmagergade.
We’ve also expanded to Norway, Iceland, and six stores in Germany. In Germany, we’re planning at least 20 stores in total. So things have really been moving fast.”
“Købmagergade in Copenhagen has come back to life.”
How has your flagship store on Købmagergade been received?
“Very well. It was a great summer.
Købmagergade has come back to life after a few quieter years. You can clearly see it in the new stores that have opened recently, and with Salling opening nearby soon, the foundations have been solid.
But we’ve also had a strong start ourselves.”
And now we’re here to talk about the partnership you’ve formed with F.C. Copenhagen. How did the idea of integrating F.C. Copenhagen into the Build-A-Bear universe come about?
“It’s a long process. Things take time when you’re working with a global brand like Build-A-Bear. Production alone took nine months from the moment we made the decision together with FCK.
The idea was inspired by experiences from other markets. We knew Build-A-Bear had had success with, among others, Premier League clubs. For us, it was an obvious choice to start with the largest football club in the Nordics. It’s always strongest to start with the biggest.
But generally, we aim to create partnerships within the sport and fashion categories.”
On the left: the store at Copenhagen Airport, where LEO also is available
What’s next for Build-A-Bear collaborations?
What made F.C. Copenhagen the obvious match, beyond their size?
“There were some clear alignments. Over the past few years, they’ve done a great job bringing the FCK brand further into the city. That journey is something we can actively be part of with our store at the airport and here on Købmagergade.
It was also an opportunity to do even more with their mascot, Leo, which is iconic for FCK fans. It certainly deserves a quality plush toy.
They’re constantly working to make attending a match an experience – also for the children in the family stand. And creating experiences is a big part of what entering our universe is all about.”
How has it been received?
“We’ve had fantastic reactions and sales have been satisfactory. So now it’s just about building on that.
It’s not a deal that runs for 14 days, but for years. We’ll be involved in many activations to ensure it stays relevant and exciting. Again, at Build-A-Bear, it’s all about experiences.”
Could you do a similar partnership with other clubs?
“Absolutely. We’re already well into discussions with a few clubs at home and nationally, primarily where we already have a presence.
And since we also hold the rights in Germany, we’re exploring opportunities there as well. As I said before, sport and fashion have always been interesting for our experiential universe.”
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Video from the launch event
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