Build A Bear Workshop to launch first range of scented bears to global market

The Workshop will deliver a line of scented plush bears, featuring red bear (strawberry), brown bear (chocolate) and pink and blue frosted bear (cupcake).
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Genius Brands International has finalised a new global licensing deal to introduce scented bears to Build A Bear Workshop.

In its partnership with A Squared Entertainment, the licensing agent for Celessence Technologies and Kittrich Corporation, the trio will deliver a line of scented plush bears, featuring red bear (strawberry), brown bear (chocolate) and pink and blue frosted bear (cupcake).

The deal will also see the launch of a line of scented bear apparel and accessories. The new line will be available in time for Valentine's Day 2016 in around 400 Build A Bear Workshop stores worldwide, including stores in the US, Puerto Rico, Canada, UK and Ireland as well as franchises in Europe, Asia, Australia, Africa, the Middle East and Mexico.

“Celessence Technologies opens the door to myriad opportunities for infusing fresh and invigorating scents into consumer goods, from clothing, bedding, plush toys and home furnishings to decorative items, paper goods and apparel, and we are excited to bring new product offerings to market with Build-A-Bear Workshop and Kittrich,” explained GBI’s President of Global Consumer Products Stone Newman.

Jennifer Kretchmar, chief product officer, Build A Bear Workshop, added: “Helping kids of all ages create memories is core to the Build-A-Bear brand, and scents have been widely known as one of the strongest senses tied to memory.”

“This new line of scented bears and accessories that incorporate Celessence’s scent technology will give Build A Bear Workshop guests all over the world another fun, memorable way to experience our brand.”



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Aimed at an older, Tween audience, the range of three plush characters will be available in stores and online and are brought to life through interactive stories, songs and music videos via an accompanying app.

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