By Allison Watkinson
TLL Reporter
The Care Bears have made a hard pivot into the sports licensing category, appearing at live games with the MLB, the NHL, and the WNBA.
Brand owner Cloudco Entertainment says sports fandom is having a “defining cultural moment, so the Care Bears are riding the wave of sports fandom, attending sold out arenas and packed ballparks.
The appearances are being organized through Cloud’s “Care-A-Lot” Clubhouse program, a growing series of live sports activations that bring caring, connection, and community directly to fans.
“Sports remains one of the few cultural touchpoints where every generation still shows up together, united by something bigger than themselves,” Cloudco says. “For a brand built on caring, sharing, and connection, the ballpark and the arena have proven a natural fit.”
Care-a-Lot Clubhouse goes farther than just having the Care Bears show up at games. Through this initiative, Care Bears and Cloudco say it has been helping sports teams develop new and unique emotional connections with 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,” said Kristeen Tibbits, VP, Global Brand 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,” Tibbits added. “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.”
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The Clubhouse program actually got its start in Asia last year, and the success in China and Japan. Care Bears first expanded into the sports arena in 2025 with a stadium takeover alongside Taiwan’s Rakuten Monkeys of the Chinese Professional Baseball League (CPBL). They followed that up with a merchandise collaboration with Japan’s Tokyo Giants.
The success in those markets inspired Cloudco to create the Care-A-Lot Clubhouse program, which has been bringing the brand’s signature warmth to live sporting events across the U.S. since April, with more activations on the way.
So far Care Bears has joined forces with teams across Major League Baseball (MLB), the National Hockey League (NHL), and the Women’s National Basketball Association (WNBA) for costume character appearances, plush giveaways, Jumbotron moments, themed ticket packages, and community initiatives.
The program was developed in partnership with Care Bears’ location-based entertainment (LBE) agent, Bay Laurel Advisors, and retail licensee, BDA Sports.
Steve Avanessian, EVP of Client Services & Sports at BDA, says the events create strong brand synergies that bring benefits to both.
“Merchandise collaborations bridge fandoms and put brands in front of fresh audiences,” Avanessian said. “We’re thrilled to team up with Care Bears and bring their signature joy and positivity to entirely new venues.”
This year the Care Bears attended a Houston Astros baseball game in May, and hit the ice with the Nashville Predators on April 11 in an event tied to the team mascot’s ‘birthday’ celebration. They also swarmed the court with the Connecticut Sun for Pride Night on June 26 and Camp Day on July 14.
The Connecticut Sun partnership carried an added community dimension, “putting care into action,” Cloudco says.
During Pride Night, Care Bears provided 500 plushes for fan giveaways, while 50 tickets were donated to Education Equity for Queer Children (EQCT) on the brand’s behalf. During Camp Day, Care Bears costume characters appeared in-arena, and an additional 50 tickets were donated to the Boys & Girls Club of Greater Waterbury.
More Care-A-Lot Clubhouse events are scheduled for this summer, including August events with the Toronto Blue Jays, the Seattle Mariners, and the Cleveland Guardians.
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“The Cleveland Guardians are proud to partner with our Northeast Ohio neighbors at Care Bears and spread the magic of ‘sharing is caring’ with Care-A-Lot Clubhouse at Progressive Field,” said Anne Madzelan, Senior Manager, Advertising and Promotions at Cleveland Guardians. “We look forward to bringing this Care Bears activation to Guardians fans on Aug. 16, combining two iconic brands at the corner of Carnegie and Ontario.”
Cloudco says the program has been a huge success, helping introduce Care Bears to new audiences while reinforcing the brand’s enduring relevance ahead of its milestone 45th anniversary celebration in 2027.
The initiative also reflects Care Bears’ broader expansion into location-based entertainment, Cloudco says,where the brand continues to come to life through carefully selected partnerships and experiences.
Beyond sports, Cloudco Entertainment says it is exploring opportunities across themed entertainment, immersive experiences, family entertainment centers, and hospitality environments, all designed to bring the spirit of Care-A-Lot into the real world.