Beginning today, toy brand Build-A-Bear Workshop is investing its marketing dollars in two PBS Kids programs, "Curious George" and "Wild Kratts." It's a first-time national PBS sponsorship for Build-A-Bear, but comes during a tough period for the 20-year-old retailer. The company recently parted ways with its chief marketing officer after a disastrous holiday sales season. Now, it's planning a return to traditional media like TV in order to reach more moms.