KANSAS CITY, Mo., (April 17, 2007) – Build-A-Bear Workshop, Inc. (NYSE: BBW), with their advertising agency of record Barkley, launched an integrated national campaign, Dream It. Create it. The work captures the imaginative possibilities the experiential retailer inspires in its Guests. The advertising campaign, which debuts on April 23 and will run throughout the summer, is targeted at tween girls and their mothers. Elements will include national television, radio, in-theater, online and social media placements, as well as a specialized interactive website.
The television spots, titled “Busy Street” and “Zoo” feature tween girls and their mothers encountering live animals during their daily activities. Through the girls’ imaginations, the animals then appear in the outfits and accessories available at Build-A-Bear Workshop stores nationwide. The spots were directed by Academy Award® winning director Jim Rygiel, the visual effects supervisor for The Lord of the Rings movie trilogy. Costume Designer Poppy Cannon-Reese created custom animal-sized clothing and accessories for the dogs, horse, pigeons, cats, lion, grizzly bear, giraffe, penguin and a chimpanzee. As part of the production, the brand and the agency consulted on-set with animal experts and caretakers from Birds & Animals Unlimited™. High-definition versions of the spots will run in equipped movie theaters across the U.S.
The specialized interactive web site will feature a behind-the-scenes look at the TV spot production, information on the animals and games and activities. Online expandable rich media ads will showcase animal bios, as well as direct users to the campaign website. The campaign will also leverage social media outlets like YouTube and GoogleVideo to distribute the spots and drive traffic to the web site.
About Build-A-Bear Workshop, Inc.:
Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. Founded in St. Louis in 1997, the company currently operates more than 270 stores in the United States, Canada, the United Kingdom and Ireland. The addition of franchise stores in Europe, Asia and Australia make Build-A-Bear Workshop the leader in interactive retail. In November 2004, the company expanded the make-your-own concept from stuffed animals to dolls with the opening of its first friends 2B made® stores, where Guests can make their own doll friends. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $437 million in fiscal 2006. For more information, call 888.560.BEAR (2327) or visit the company’s award-winning web sites at www.buildabear.com and www.friends2bmade.com.
About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has over 300 partners offering a full range of marketing communications services including advertising, public relations, cause branding, sponsorships & events, relationship marketing, design, media planning & buying, motion graphics, research and interactive marketing. Barkley is headquartered in Kansas City with field offices across the nation.
