Press Release

ST. LOUIS, MO (October 15, 2004) - Build-A-Bear Workshop® is proud to introduce LIVESTRONGTM Wristbands for BEARS! The Lance Armstrong Foundation (LAF) and Build-A-Bear Workshop are teaming up this fall to give Guests a unique way to help raise awareness and funds for the LAF's advocacy, education, public health and research programs. To support the Wear Yellow Live Strong campaign, which was begun in May 2004 by cancer survivor and champion cyclist Lance Armstrong, Build-A-Bear Workshop will offer Guests the highly-recognizable yellow wristbands, in sets of two; one bear size and one youth or one bear size and one adult size. Each set will sell for $2.00 and a portion of the proceeds will benefit the LAF. The Live Strong wristbands are available while supplies last in all Build-A-Bear Workshop stores beginning October 15, 2004. More information about Build-A-Bear Workshop support for LAF can be found on the company's website at www.buildabear.com.

The partnership with Live Strong is another way Build-A-Bear Workshop has chosen to raise awareness and funds for cancer research and treatment. In 2002, the company launched its Nikki's Bear program to fund pediatric cancer research and treatment by donating money through the sales of a special teddy bear in all stores named after Nikki Giampolo who died at the age of 14 of a rare form of bone cancer. The Nikki's Bear program has raised thousands of dollars for cancer research in hospitals across the country and the second bear in the series, Nikki's Bear II was introduced in September in all Build-A-Bear Workshop stores.

About the Lance Armstrong Foundation
The Lance Armstrong Foundation (LAF) believes that in the battle with cancer, knowledge is power and attitude is everything. From the moment of diagnosis LAF will provide the practical information and tools needed to live strong. The LAF mission serves people through public health, advocacy, research and education, including Live Strong, the LAF's comprehensive resource for people living with cancer. The LAF was founded in 1997 by cancer survivor and champion cyclist Lance Armstrong and is located in Austin, Texas. For more information, visit laf.org and livestrong.org.

About the Wear Yellow Live Strong Campaign
As a tribute to Lance Armstrong's inspirational fight against cancer as well as his historic attempt at a sixth Tour de France win, the Lance Armstrong Foundation (LAF) and Nike launched the Wear Yellow Live Strong campaign in May 2004. Nike donated $1 million to the Foundation and led efforts to raise an additional $5 million through the sale of yellow wristbands engraved with Lance's mantra, Live Strong. All proceeds benefit LAF programs that help young people with cancer live strong. The LAF has now sold more than 17 million wristbands.

About Build-A-Bear Workshop®
Build-A-Bear Workshop is an interactive, entertainment, mall-based retailer that invites Guests of all ages to create their own customized stuffed animals through an exciting bear-making process. The first store opened in St. Louis, Missouri, in 1997, and the company now operates over 170 locations in the USA with four stores in Canada. Build-A-Bear Workshop opened its first international store in England in the fall of 2003, and then opened stores in Japan, Korea, and Denmark. The company will open a store in Australia by end of 2004 and also plans stores in France and Taiwan in 2005. Based on a survey compiled by Shopping Centers Today, a publication of the International Council of Shopping Centers (ICSC), Build-A-Bear Workshop was one of six retailers chosen and presented with the ICSC "2004 Hot Retailer Award". For more information on the company and its products call (877) 789-BEAR (2327) or visit the company's award-winning web site at www.buildabear.com.