Little Brown Bear Bangle

Campaign: Little Brown Bear Bangle
Company: Bloomingdale’s and Alex and Ani
Nonprofit Partner: Child Mind Institute
Launch Date: September, 2014

Campaign:

For the fifth year, Bloomingdale’s and the Child Mind Institute are teaming up to bring the Little Brown Bear plush by Gund to shoppers. Two dollars from the sale of each $18 bear benefits CMI. New this year is an added element and partnership: an Alex and Ani Little Brown Bear bangle. The exclusive bangle is available in Bloomingdales locations and online at Bloomingdales.com only through December. Twenty percent of proceeds from the bangle will go to CMI with a minimum donation of $25,000. The bangles (minus the “B” charm) will be available at Alex and Ani locations in early 2015.

Our Take:

Alex and Ani’s Charity by Design team began a partnership with CMI through the company’s established wholesale partnership with Bloomingdale’s. The multi-partner campaign is an excellent way to spread the important message of children’s mental health using the well-known Little Brown Bear icon as the messenger. A fantastic example of two companies combining their brand power and affinity around a cause and a special time of year for mutual benefit!