Press Release

ST. LOUIS, Oct 22, 2010 (BUSINESS WIRE) -- Build-A-Bear Workshop^®, the interactive entertainment retailer of customized stuffed animals, announced a new partnership today with popular teen actress and singer, Victoria Justice. Known for her acting roles in several television shows and movies aimed at teen and tween audiences, Victoria will work with Build-A-Bear Workshop on a number of company initiatives and merchandising efforts.

In support of the partnership, Build-A-Bear Workshop will introduce Victoria Justice branded fashions and accessories for furry friends that will be available in stores and online at buildabear.com^®. The collection kicks off with a bear-sized tee shirt that will be available Dec. 2010, followed in early 2011 by a red carpet inspired dress, and a Victoria Justice stuffed animal that will be introduced later in 2011. Build-A-Bear Workshop Guests can visit facebook.com/buildabear during the holiday season to hear Victoria's style suggestions and fashion picks for her favorite furry friends.

"We are pleased to partner with Victoria Justice on a number of exciting new products and programs that we know will appeal to tweens, teens and younger Guests alike," said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop.

Victoria is also involved in the company's Love.Hugs.Smiles. initiative that encourages Guests to share their unique, everyday reasons to smile. As part of this initiative, Victoria visited a local Build-A-Bear Workshop store and surprised one of her biggest fans at the girl's Build-A-Party^® celebration. After surprising the Guest of honor, she joined in all the party fun, including selecting a bear and wishing on the heart during the bear-making process. To watch the video of Victoria sharing smiles at the party plus videos of her talking about Love.Hugs.Smiles., please visit: buildabear.com/lovehugssmiles.

In her personal time, Victoria joined a charitable initiative that encourages American girls to channel their energy and compassion in order to raise awareness and funds for their counterparts in the developing world. As part of this campaign, Victoria is helping to inspire teens to get involved and take action on behalf of girls around the world. Victoria will be honored at Variety Magazine's "2010 Power of Youth Event" for her support of this campaign. The spirit of this effort is in line with the Build-A-Bear Workshop belief that friends working together can make a world of difference.

In a comment on Victoria's involvement with this initiative Clark said, "It is great to work with someone like Victoria, who not only resonates with young people because of her fun-loving style, but also shows the importance of giving back and reinforces helping others. She demonstrates the same core values we have as a company and she is a fabulous role model for our young Guests."

"I am excited to partner with Build-A-Bear Workshop because it is a company with heart that encourages kids of all ages to get involved and give back," said Victoria Justice. "I'm looking forward to participating with the company in these programs and sharing smiles with Build-A-Bear Workshop Guests."

To help spread smiles, make a Paws2Smile Pledge at buildabear.com/lovehugssmiles. So far people from all around the world have made pledges to do something little that makes a big difference. Fun stuff like Love.Hugs.Smiles. wallpapers, e-hug cards, and pledge badges is also available for free at the site.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. The company currently operates more than 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom, Ireland and France, and franchise stores in Europe, Asia, Australia, Africa, the Middle East, and Mexico. Founded in St. Louis in 1997, Build-A-Bear Workshop is the leader in interactive retail. Brands include make-your-own Major League Baseball^® mascot in-stadium locations, and Build-A-Dino^® stores. Build-A-Bear Workshop extends its in-store interactive experience online with its award winning virtual world Web site at buildabearville.com^®. The company was named to the 2009 and 2010 FORTUNE 100 Best Companies to Work For^® lists. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $394.4 million in fiscal 2009. For more information, call 888.560.BEAR (2327) or visit the company's award-winning Web site at buildabear.com^®.

A Company with Heart

Since its inception in 1997, Build-A-Bear Workshop has given Guests a voice in supporting the causes that are important to them and has given more than $25 million to children's health and wellness, animals, literacy and other important causes through its charitable arm. The company also started the Huggable Heroes^® program in 2004 as a way to recognize and empower young leaders doing extraordinary things to help their communities and the world around them.

TRADEMARKS

We would like to thank you for your interest in covering our business. As you write your story, we would ask that you use our full Name: Build-A-Bear Workshop^®and that when referencing the process of making stuffed animals you use the word "make" not "build."

Build-A-Bear Workshop is our well-known trade name and our registered trademark of Build-A-Bear Retail Management, Inc.Build-A-Bear Workshop^®should only be used in capital letters to refer to our products and services and should not be used as a verb.

Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6478959&lang=en

SOURCE: Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc.
Jill Saunders, 314-423-8000 ext. 5293
314-422-4523 (cell)
jills@buildabear.com
or
Shannon Lammert, 314-423-8000 ext. 5379
314-556-8841 (cell)
shannonl@buildabear.com