Build-A-Penguin
Build-A-Bear Workshop, Inc.’s flagship product might be a teddy bear. But a recent trend is that the kids who frequent the retail chain’s more than 275 stores not only love to take home a generic stuffed animal they made themselves, but one tied to a hit movie.
The latest animated film character to get such treatment is Cody Maverick, “Surf’s Up’s” penguin hero. This partnership marks the first time Build-A-Bear Workshop has teamed up with Sony Pictures Consumer Products. The Sony Pictures title, which opened in movie theaters June 8, follows on the heels of Dreamworks’ “Shrek 3” and Warner Bros.’ “Happy Feet.” Perhaps coincidentally, the latter also featured a penguin.
Build-A-Bear typically starts tie-in promotions just before the movie opens. “The kids are so cute; they take their animals to the movie,” comments Crystal Howard, a spokeswoman for Build-A-Bear Workshop.
The surfing penguin retails for $22 and his summer and surf-themed outfits range in price from $4 to $10.
Other marketers tying into “Surf’s Up” include Baskin-Robbins, McDonald’s and ConAgra, among others, with full-scale marketing programs and promotions.
Maxine Clark, founder and CEO of Build-A-Bear, notes in statement that movie partnerships have become an opportunity for Build-A-Bear Workshop to provide customers “with the new characters that they fall in love with on the big screen.”
Build-A-Bear is celebrating its 10th anniversary with various activities throughout the year. Among them is a current promotion inviting kids and adults to create a dance or cheer video to accompany the release of the chain’s new theme song “Be Bearrific.”
Four grand prize winning teams from each age category (5-8, 9-12, 13-16 and 17 years of age and up) will receive: A $500 pre-paid credit card for each team member; a professional taping of their dance or cheer performance; a Build-A-Party celebration at their local Build-A-Bear Workshop store, where they can make their own furry friend, including “Cheer Bear”; and an opportunity to have their winning dance or cheer entry shown online at buildabear.com.
