Fuse/Ideas to Tout Vt. Teddy Bears

BOSTON The Vermont Teddy Bear Co. has hired independent Fuse/Ideas in Somerville, Mass., for advertising chores following a review.

The work had previously been handled by various shops on a project basis.

Up first: a Valentine’s Day-themed TV spot breaking next month. Print, online and direct response efforts are also in the mix. Spending was not disclosed.

“The team at Fuse/Ideas quickly grasped the Vermont Teddy Bear feeling of fun, love and meaningful involvement that is part of every handmade bear. I’m sure they will help us tell our story in a way that captures that sprit,” said Irene Steiner, vp, marketing at the Shelburne, Vt.-based company.

The client manufactures close to 500,000 bears each year for its Bear-Gram delivery service.

The shop handles a range of consumer and business clients and last year added assignments from Office Resources and Snip-its. It also fashioned a viral video push with comic Lenny Clarke urging fans of the Boston Bruins to vote the team’s players into the 2008 NHL All-Star Game.