Playmates to launch new Build-a-Bear line

Katie Roberts

By Katie Roberts

May 6th 2011 at 11:38AM
Playmates to launch new Build-a-Bear line

New range from licensee will include mini figures, play-sets, trading cards, mini plush and more.

A Squared Entertainment (A2) and Build-A-Bear Workshop have announced new merchandising arrangements with several leading companies including Enterplay, Playmates Toys, Wild Pumpkin Licensing International and Bulldog Licensing. 

The new partnerships are designed to expand Build-A-Bear Workshop merchandising programs at specialty, mid-tier and mass market retailers, propelling the brand into new store shelves and international markets. 

Playmates Toys will develop a toy line to immerse girls in the world of Build-A-Bear Workshop by providing them new ways to interact with the brand.

The firm will develop a line of mini figures and play-sets, including a grand collection of mini bears, other furry friends and play environments. The line will launch in 2012.  

A2 Entertainment will also be developing entertainment and external licensing programs for Build-A-Bear Workshop and are looking for new partners and categories for both hard and soft goods for this exceptional brand.

“We are delighted to be a part of the expansion of Build-A-Bear Workshop into new areas of entertainment and licensing,” said Andy Heyward, CEO of A2 Entertainment. “This company is already such a favorite among kids everywhere and we are thrilled to work together to offer more opportunities to have fun and get creative with the Build-A-Bear Workshop brand.”

Wild Pumpkin Licensing International, a leading licensing and brand agency, will manage all product categories for Build-A-Bear Workshop in Australia and New Zealand, while Bulldog Licensing will expand the global entertainment brand through licensed product in the UK market. Both companies will have products launching in the market in early 2012.

“The combination of our increased licensing capabilities with this new line of products will enhance our already strong product offering from Build-A-Bear Workshop,” said Maxine Clark, Build-A-Bear Workshop founder and chief executive bear.

“With the help of A2 and our new partners, we will give children around the world a wide array of exciting toys, accessories, apparel and activities that will entertain and spark imaginations.”