The New York Yankees and Mo Willems’s Hidden Pigeon Company announced that they have partnered for two limited apparel collections and two special game events in August.
One of the apparel collections will pair the Yankees and Willems’s character The Pigeon, and the other will feature the team alongside Elephant & Piggie. Both will include short- and long-sleeve t-shirts, tank tops, hoodies, and onesies in sizes for infants, children, and adults. The merchandise will be sold at the Yankees Team Store at Yankee Stadium and on the Yankees’ website starting on August 3.
Meanwhile, holders of special-event tickets for the August 3 Yankees game against Toronto and the August 22 game against Cleveland will receive bobbleheads of The Pigeon and Elephant & Piggie, respectively. Mascots of the characters will greet fans at each game and will be featured in video-board content.
This is the first collaboration for Willems’s characters with a major-league sports team. The author has previously promoted his characters with the minor-league Brooklyn Cyclones, however, with elements including pre-game book readings, bobblehead and beanie giveaways, and character appearances.
The Hidden Pigeon Company was founded in May 2023 to expand Willems’s brands across media and consumer products. In January of this year, it hired Karen Miller as its CEO, followed by Tori Cook as SVP franchise management and Paula Allen as publishing consultant. Earlier this month it retained Retail Monster as its licensing agency.
