Build-A-Bear Workshop, Inc. Partners with Macy's, Inc. to Open Shop-in-Shop Locations for the Holiday Season

Five Interactive Shop-in-Shop Locations to be Added Within Leading Macy's Stores

ST. LOUIS - (BUSINESS WIRE) - Oct. 23, 2014 - Build-A-Bear Workshop, Inc. (NYSE: BBW) today announced a strategic partnership with Macy's, Inc. (NYSE: M) to open licensed shop-in-shop locations in select major markets in anticipation of the 2014 holiday season. Build-A-Bear Workshop® will bring its emotional, interactive retail experience to Macy's rich heritage and storied holiday tradition with the opening of five locations within leading Macy's retail stores including Herald Square in New York City. Build-A-Bear will also be showcased in Macy's famed Santaland® at select stores and will again feature a themed float in the annual Macy's Thanksgiving Day Parade®.

Sharon John, chief executive officer of Build-A-Bear Workshop commented, "Macy's is an outstanding strategic fit with the Build-A-Bear brand and I am pleased to expand our relationship with the addition of these shop-in-shop locations. Macy's has become a part of the American holiday tradition. Bringing the 'Magic of Macy's' and Santaland together with the fun of Build-A-Bear Workshop provides a very special experience for families this holiday season."

"With more than 3.5 million people lining the streets of New York City for the Parade, as well as 50 million viewers tuning in at home, we are thrilled to once again have Build-A-Bear as an integral part of our most cherished holiday tradition," said Martine Reardon, Macy's chief marketing officer. "Additionally, the launch of five new Build-A-Bear shop-in-shop locations will give Macy's customers the opportunity to enjoy the iconic Build-A-Bear Workshop experience and create lasting memories."

This partnership with Macy's advances the Company's objectives to add non-traditional retail locations and increase its brand reach to new consumers. The shop-in-shops will encourage families to start new holiday traditions by customizing proprietary Build-A-Bear products as well as the hottest licensed properties including Disney's Frozen and Marvel's superheroes.

The shop-in-shops will be located within the following Macy's stores:

  • Herald Square, New York City
  • State Street, Chicago
  • Center City, Philadelphia
  • Union Square, San Francisco
  • South Coast Plaza, Costa Mesa

These Build-A-Bear shop-in-shops within Macy's are scheduled to open in select locations by early November.

About Build-A-Bear Workshop, Inc.

Founded in St. Louis in 1997, Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. There are approximately 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom and Ireland, and franchise stores in Europe, Asia, Australia, Africa, the Middle East, and Mexico. The company was named to the FORTUNE 100 Best Companies to Work For® list for the sixth year in a row in 2014. Build-A-Bear Workshop (NYSE:BBW) posted total revenue of $379.1 million in fiscal 2013. For more information, call 888.560.BEAR (2327) or visit the Investor Relations section of its website at buildabear.com®.

SOURCE Build-A-Bear Workshop, Inc.

Contacts:

Voin Todorovic
Build-A-Bear Workshop, Inc.
Investors Relations
314-423-8000 x5221
VoinT@buildabear.com

Tanya Coventry-Strader
Build-A-Bear Workshop, Inc.
Media Relations
314-423-8000 x5293
TanyaCo@buildabear.com

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