Build-A-Bear Workshop Announces License Deal with Spin Master Corp. to Launch Craft Activity Line in Fall 2016

Spin Master Products are the Latest Addition to Build-A-Bear’s Ongoing Outbound Licensing Program

ST. LOUIS - (BUSINESS WIRE) - Nov. 11, 2015 - Build-A-Bear Workshop, Inc., a global brand kids love and parents trust, and Spin Master Corp., a global leader in children’s entertainment and one of the top five U.S. toy manufacturers, today announced an agreement to make, market and distribute a line of craft activity products. The line, designed to appeal to ages 4-10 will launch in multiple markets in fall 2016 with plans to rollout globally in 2017.

“Spin Master brings unprecedented expertise to our partnership, and together, our toy line will bring something to the marketplace that is uniquely Build-A-Bear,” said Gina Collins, chief marketing officer, Build-A-Bear Workshop. “As we look toward our 20th anniversary in 2017, relationships with industry leaders, like Spin Master, will help our brand remain iconic for the next generation of guests.”

Renowned in the toy industry for its innovation, Spin Master will introduce another dimension to the Build-A-Bear Workshop experience by allowing children to stuff furry friends themselves at home.

“Spin Master has a long history of creating craft activity toys, and the new line will add an exciting new play pattern to the Build-A-Bear franchise,” said Arlene Biran, vice president, marketing, activities, Spin Master Corp.

The Spin Master agreement comes on the heels of several outbound licensed product deals signed this year alone in North America, including Clever Cookie iced and mini cookies; Chasing Fireflies premium children's clothing and costumes; a JAKKS Pacific, Inc. co-branded MiWorld playset assortment; PRAIM Group all natural, premium milk chocolate bars and Choxcard chocolate bars; Froose co-branded fruit snacks; NECCO co-branded Sweethearts candy; Frankford Candy novelty candy; and Sykel Enterprises and Print Concepts polar fleece and crafting fabrics.

“We are creating a unique portfolio of brand-relevant Build-A-Bear toys, accessories and snacks that appeal to a variety of consumer segments,” said Collins. “In addition to entering new channels, our outbound licensing program allows us to offer more variety to loyal fans, while introducing the Build-A-Bear brand to new audiences.”

In January 2015, Brand Activation Consulting was appointed as Build-A-Bear’s exclusive outbound licensing agent.

“The number of strategic partners Build-A-Bear has added in recent months speaks to the strength of the brand,” said Michelle McLaughlin, principal, Brand Activation Consulting. “Our work to connect the company with strong licensees helps Build-A-Bear achieve a key strategic objective to introduce more products in more places.”

For more information about Build-A-Bear, visit, and follow the brand on Facebook, Twitter, YouTube and Instagram. For more information on becoming part of the Build-A-Bear licensing program, contact

About Build-A-Bear

Founded in St. Louis in 1997, Build-A-Bear, a global brand kids love and parents trust, seeks to add a little more heart to life. The company has approximately 400 stores worldwide where guests can create customizable furry friends, including company-owned stores in the United States, Canada, Denmark, Ireland, Puerto Rico, and the United Kingdom, and franchise stores in Africa, Asia, Australia, Europe, Mexico and the Middle East. The company was named to the Fortune 100 Best Companies to Work For® list for the seventh year in a row in 2015. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted a total revenue of $392.4 million in fiscal 2014. For more information, visit

About Spin Master Corp.

Spin Master (TSX:TOY) is a leading global children’s entertainment company that creates, designs, manufactures and markets a diversified portfolio of innovative toys, games, products and entertainment properties. Spin Master is best known for award-winning brands including Bakugan, Air Hogs®, Spin Master Games™ and the 2015 Toy of the Year, Zoomer™ Dino. Since 2005, Spin Master has received 58 TIA Toy of The Year (TOTY) nominations with 14 wins across a variety of product categories. Spin Master has been recognized with 11 TOTY nominations for Innovative Toy of the Year, more than any of its competitors. Spin Master is among a limited number of companies that not only develop and produce global entertainment properties, characters and content, but also monetize that content through the creation, sale and licensing of products. To date, Spin Master has produced five television series, including 2007 hit series Bakugan Battle Brawlers™ and its current hit PAW Patrol, which is broadcast in over 160 countries and territories globally. Spin Master employs over 850 people globally with offices in Canada, United States, France, Italy, United Kingdom, Slovakia, Germany, Holland, Mexico, China, Hong Kong and Japan.

About Brand Activation Consulting

Brand Activation Consulting, a full business development agency, is focused on driving revenue and increasing marketing touch points for commercial brands via various business models including; launch strategy, retail development, sales, strategic partnerships, licensing, joint venture / acquisition and business planning. Principles, Bob Traub and Michelle McLaughlin, have held various executive positions successfully nurturing entertainment and blue chip brands to commercial success in U.S. retail and abroad. BAC provides strategic and tactical services to our roster of clients; Build-A-Bear Workshop, Mattel Asia, A+E Networks, Little Pim, Reckitt Benckiser and Groovio. Each project is approached with one simple philosophy, “All brands are not created equal and strategy is everything.” For additional information about Brand Activation Consulting, email

SOURCE Build-A-Bear Workshop, Inc.


Beth Kerley
314-423-8000, ext. 5430


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Founded in St. Louis in 1997, Build-A-Bear, a global brand kids love and parents trust, seeks to add a little more heart to life.


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