BUILD-A-BEAR TYCOON GAME BY GAMEFAM LAUNCHES ON ROBLOX BRINGING ICONIC EXPERIENCE TO LIFE IN THE METAVERSE

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Build-A-Bear Tycoon on Roblox

Fans can create playful Build-A-Bear “empire” in virtual world

Build-A-Bear Workshop, Inc. (NYSE: BBW), today announced its next launch into the Metaverse with the release of its new virtual community space, Build-A-Bear Tycoon, on Roblox, one of the most popular global online platforms. In partnership with Gamefam, the professional developer and publisher of experiences on Roblox, the company has created a digital world where users can build their own fantastical Build-A-Bear universe and experience the brand in a completely new way.

Sharon Price John, Build-A-Bear Workshop President and Chief Executive Officer commented, “Fabulous experiences are at the heart of our brand with its rich history of creativity, empowerment, and personalization. This anticipated entry into the Metaverse with Build-A-Bear Tycoon on Roblox provides a fantastical venue for users and fans across ages to create their own Build-A-Bear virtual world including our beloved ‘workshop’ and other amazing – and sometimes unexpected – locations along with furry friend companions to join in the fun!”

The company worked with industry veterans and native Gen Z Roblox creators at Gamefam to create a world that engages their online community and further deepens an emotional connection to the brand. Build-A-Bear Workshop’s strategic decision to launch a new tycoon experience aligns with the company’s digital transformation strategy that includes bringing the brand to life in the Metaverse via UGC gaming. By offering a “phygital” space that blends the physical and digital, Build-A-Bear continues to drive community, relevancy and brand love in stores, online and beyond.

 “We are absolutely thrilled to be bringing the beloved Build-A-Bear brand to the Metaverse for the first time on Roblox,” said Joe Ferencz, Chief Executive Officer and founder of Gamefam. “With our proven track record in creating experiences that draw in scaled audiences with high player ratings in the community, we’re taking the ‘build-your-own’ retail concept onto a virtual platform in Build-A-Bear Tycoon. The game allows fans to extend the magical retail experience of Build-A-Bear home and into their imaginations where the possibilities are endless.”

While this is not the first step into gaming and virtual play for the Build-A-Bear brand, as the company previously launched Bearville, a popular interactive game with millions of engaged fans over a decade ago, they are excited to expand their innovation and experience on Roblox.  

Beginning today, users will be able to join Build-A-Bear Tycoon on Roblox and explore, play, and shop in this virtual world. The experience is available on the Roblox platform across Android, iOS, Mac, Windows PC, and Xbox One. Updates to the experience with additional locations, unlocks, and interactions are planned for future release.

In Build-A-Bear Tycoon, fans can fully immerse themselves in the world of hearts, hugs, and adventure. They can select, stuff, and personalize their perfect bear, participate in the iconic heart ceremony, build their own fantastical workshop, and explore a colorful and playful world. As users progress through the popular button tycoon game genre, they will be able to reimagine the Build-A-Bear Workshop experience in the digital world by unlocking collectable furry friends and bringing them to life. Users can customize a selection of furry friends in unique outfits and accessories and have them come along as users create new locations and explore the town. Following launch, users can expect to see the introduction of additional furry friends and new buildable locations, with future planned updates.

Build-A-Bear will offer special codes for in-experience redemption through their stores and marketing channels. Users can earn digital currency, called Bear Bucks, earned by building out their own tycoon. During the month of December, two special holiday bears, Lil’ Cub Brownie Santa and Snowflake Swirl Glisten, will also be available to purchase from the Roblox catalog. 

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