Bulldog Licensing signs licensing deal with Pedigree for a range of books based on the toy brand.
Pedigree will publish two Build-A-Bear Workshop titles this year – an activity handbook and an annual.
The Activity Handbook is set for publication in April and will feature content based around special occasions throughout the year, such as birthdays, Easter, Christmas and Halloween.
Each section will feature colouring, recipes, make-its and activities based around the occasion. Activities include making balloon bears for birthday sleepovers, designing a bear dress, and ‘bunnying up your bear’ for Easter.
The Annual will follow a similar format and is set to hit retail in August.
This new relationship builds on the existing programme of activity for the Build-A-Bear Workshop brand which has already seen a phenomenal reaction from retailers to the launch of a collectable mini plush Fun Pack and premium gift tin programme launched by Click Distribution UK at Toy Fair this year. Other categories are also planned for the UK market.
"It is fantastic to be adding to the Build-A-Bear Workshop licensing programme with a major name such as Pedigree," says Bulldog MD Rob Corney.
"The new books are fun and innovative and are certain to fly off the shelves, as there isn’t a child in the country that hasn’t heard of Build-A-Bear Workshop."