Build-A-Bear Workshop Creates Entertainment Destination

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Build-A-Bear Workshop^® recently announced that it is developing its website, Bearville.com™, to provide high quality entertainment content to Guests of all ages. This next generation of Bearville™ expands beyond its virtual world experience into an entertainment destination with a special focus on fun and relevant cultural content for children and families. The site re-launches in open beta on March 1, 2011 featuring unique programming, celebrity interviews and a craft show in the coming months. In addition, Bearville will introduce its own blog, as well as an arcade of 30 games to play while providing continued access to the existing virtual world. Unlike most standalone websites Bearville.com is incorporated into Build-A-Bear Workshop stores, the Build-A-Bear™ mobile App and licensed product. This full integration will enhance the brand experience for both new and existing Guests.

Some of the original programming content exclusively on Bearville.com will include:

• BE News – a show highlighting the latest info on favorite celebrities, such as Victoria Justice and Cody Simpson, plus features on fashion, TV, music, movies and much more.

• Craftshop – A fun, do it yourself show which will demonstrate how to make cool, one of a kind crafts (like jewelry and cool room décor) at home with everyday materials and easy to access supplies.

• Bearville Live - The insider’s guide to what is new in the virtual world of Bearville. Hosts will give visitors to the site insights from ChloeRocks™, the host of the Chloe Show and an already popular character in the virtual world of Bearville.

ChloeRocks will also be writing a blog for the new Bearville website. The blog will be updated regularly and feature topics that Build-A-Bear Workshop Guests are interested in such as shopping, celebrities, music, charity work and fashion.

Bearville will continue to offer its free virtual world, which first launched in 2007, where Guests can personalize online characters, interact with other users from around the world, play games, buy virtual stuff, and explore. Some of the games that were previously available exclusively to citizens of Bearville will now be accessible to all Guests visiting Bearville.com without logging into the virtual word. The games provide adventure while previewing all the fun activities available to citizens of the virtual world.