Industry News | February 16, 2010

Mrs. Fields Heads to the Ballpark

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Mrs. Fields Famous Brands LLC, franchisor of over 1,200 Mrs. Fields Cookies and TCBY frozen yogurt stores, announced a multi-year strategic partnership with the Arizona Diamondbacks. The new agreement includes plans for seven co-branded Mrs. Fields and TCBY locations to be opened at Chase Field in Phoenix beginning in 2010.

The partnership will collaborate on marketing and promotional initiatives to provide D-backs fans with exclusive premium treat options within the ballpark, and extend to other local Mrs. Fields and TCBY stores.

The D-backs agreement helps advance Mrs. Fields Famous Brands' goal of leveraging its long history by expanding beyond traditional store locations, a key component of its strategic growth plan. The locations throughout Chase Field will be the first in a Major League Baseball ballpark, and will extend the reach of Mrs. Fields and TCBY to more than 2 million visitors every year.

"We're thrilled to be able to serve D-backs fans," says Rob Streett, senior vice president of strategic development for Mrs. Fields Famous Brands. "The D-backs are a world championship team and they share our passion for creating memorable guest experiences. Introducing fans to these great brands reinforces the D-backs commitment to enhancing their fans' overall experience."

Cullen Maxey, the D-backs' executive vice president of business operations, says that Mrs. Fields Famous Brands is the ideal partner for the organization. "Since our team's inception in 1998, we've been committed to providing fans and visitors with an experience that sets a high standard for other Major League Baseball stadiums. Mrs. Fields and TCBY clearly meet the exacting standards we have for our partners, and will provide D-backs fans with the highest quality snack options."