Mrs. Fields and TCBY Team Up with Arizona Diamondbacks

SALT LAKE CITY, Feb. 16 /PRNewswire/ -- Mrs. Fields Famous Brands, LLC, franchisor of over 1,200 Mrs. Fields Cookies and TCBY frozen yogurt stores announced today 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 for all D-backs games at Chase Field in Phoenix, Arizona beginning in 2010.  The partnership will collaborate on innovative 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 of category leadership by expanding beyond traditional store locations – a key component of their 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 some 2 million plus visitors every year.

"We're thrilled to be able to serve D-backs fans," said 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 guests 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, Business Operations, stated that Mrs. Fields Famous Brands is the ideal partner for their 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."

The Arizona Diamondbacks, who enter their 13th season of Major League Baseball in 2010, became the fastest expansion team to win a World Championship after defeating the New York Yankees in the 2001 World Series in only their fourth year of existence.  

This seven location agreement at Chase Field is the latest success in Mrs. Fields Famous Brands' plan to expand into non-traditional venues.  The company has also recently announced a partnership with Flamingo Hotel.

About Mrs. Fields Famous Brands, LLC

Mrs. Fields Famous Brands, LLC's subsidiaries include franchisors of the Mrs. Fields Cookies® and TCBY®, which have more than 1,200 franchised and licensed locations worldwide. Mrs. Fields Famous Brands, LLC is headquartered in Salt Lake City, UT. Debbie Fields opened her first store in Palo Alto, California in 1977 and the Mrs. Fields name quickly became associated with warm, freshly baked cookies right out of the oven.  Today, Mrs. Fields products are available at over 400 retail locations in the U.S., nearly 100 locations internationally and online through www.mrsfields.com or by calling 1.800.COOKIES.  TCBY has been a frozen yogurt innovator from the day its first shop opened in Little Rock, Arkansas in 1981.  With more than 800 locations both in the U.S. and internationally, TCBY has long been a healthier alternative for consumers looking for a treat or snack.  To visit TCBY's website, go to www.TCBY.com.

About Arizona Diamondbacks

Entering their 13th season in 2010, the Arizona Diamondbacks have won four National League West Division Championships (1999, 2001-02, 2007) since entering Major League Baseball as an expansion franchise in 1998. The D-backs also became the fastest expansion team to win a World Championship after defeating the New York Yankees in the 2001 World Series in only their fourth year of existence. The club has played in front of more than 32 million fans at Chase Field, which features a signature swimming pool and a retractable roof to keep fans comfortable in an air-conditioned facility during Phoenix's hot summer months. The organization has also given back more than $15.5 million to non-profit organizations in Arizona since 1997 through its Arizona Diamondbacks Foundation and was named a "Best Place to Work" from 2007-09 by the Phoenix Business Journal and BestCompaniesAZ. To learn more about the D-backs go to dbacks.com.

SOURCE Mrs. Fields TCBY