Build-A Bear Workshop is teaming up with Milk Rocks to feature its virtual world, BuildaBearville.com, on 120 million milk cartons in 95,000 elementary schools.
Each milk carton will include facts about the site and a code for a free virtual milk carton. Online, visitors can create their own unique character, participate in games to earn Bear Bills, buy clothing and furniture for their Cub Condo home and trade items they have created or acquired with other citizens in the world.
Since the site launched in December 2007, it has more than 1.5 million citizens, Build-A-Bear Workshop said.
The campaign is designed to be a fun way to promote health and nutrition and to encourage kids to drink milk, Build-A-Bear Workshop said. In addition to the milk cartons, messaging on 12,500 posters and 15,000 book covers will help promote the campaign.
Build-A-Bear Workshop and Milk Rocks, a division of Milk Media, are handling the promotion in-house.
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