Build-A-Bear and Paramount Pictures Forge Creative Collaboration on New Feature Film, IF

Rhea-AI Summary

Build-A-Bear Workshop (NYSE: BBW) has announced a collaboration with Paramount Pictures for the new film, 'IF,' directed by John Krasinski and starring Ryan Reynolds and others. The film, set for release on May 17, 2024, features a girl who can see everyone's imaginary friends. To celebrate, Build-A-Bear will offer special in-store experiences starting May 16, where guests can create their own imaginary friends. Select workshops will undergo a thematic transformation, and the iconic Heart Ceremony will be enhanced with personal touches from Krasinski. Exclusive merchandise inspired by the film will also be available, including the 'IF Blue' plush and themed outfits.

Positive

• Collaboration with Paramount Pictures enhances brand visibility.
• Special in-store experiences may boost foot traffic and sales.
• Release of exclusive merchandise tied to the film 'IF' could drive additional revenue.
• The Heart Ceremony, personalized by Krasinski, adds unique value.
• Targeting family and children, aligning with Build-A-Bear's core market.
• Potential for increased online sales through exclusive 'IF' merchandise.

Negative

• Potential high costs associated with store transformations and marketing.
• Revenue dependency on the film's success; a poor movie performance could impact sales.
• geographic scope for special in-store experiences (only in select locations).
• Risk of temporary consumer interest; may not sustain long-term sales growth.

Unveils Special Workshop Experience Designed to Transcend the Screen by Bringing IF Characters "To Life" for Fans

ST. LOUIS, May 16, 2024 /PRNewswire/ -- Build-A-Bear Workshop, Inc. (NYSE: BBW) is thrilled to announce the in-store celebration of the upcoming Paramount Pictures feature film, IF, in theatres May 17, through its longstanding partnership with Paramount Consumer Products. Written and directed by John Krasinski, IF is about a girl who discovers that she can see everyone's imagery friends – and what she does with that superpower – as she embarks on a magical adventure to reconnect forgotten IFs with their kids. IF stars Ryan Reynolds, John Krasinski, Cailey Fleming, Fiona Shaw, and the voices of Phoebe Waller-Bridge, Louis Gosset Jr. and Steve Carell alongside many more as the wonderfully unique characters that reflect the incredible power of a child's imagination. This collaboration highlights the magic of creation and imagination that Build-A-Bear provides kids and that is illustrated through this film. At Build-A-Bear, imaginary friends come to life every day for its guests.

Known for fostering creativity and imagination, Build-A-Bear has long been recognized as a beloved destination for families. In celebration of the film IF, Build-A-Bear invites families to come in and create their very own Imaginary Friend. Beginning May 16, Build-A-Bear Workshop locations in Culver City, CA, American Dream in East Rutherford, NJ, and at Blue Water in the UK, will undergo a magical transformation, bringing visitors closer to the world of IF. In these select stores, the heartwarming message that is central to the experience will be displayed: "Imaginary Friends Made Here," resonating with the film's theme of friendship and wonder. 

Additionally, Build-A-Bear Workshops across the country will feature a bespoke Heart Ceremony, personally crafted by Krasinski, enriching the enchanting experience of bringing imaginary friends to life. During the iconic Heart Ceremony, guests get to choose a satin heart, make a wish and place the heart inside to bring their new furry friend to life.

"Imagination is at the heart of what we do at Build-A-Bear, and IF from John Krasinski embodies that spirit. We're thrilled to offer children and families an experience that brings their own imaginary friends to life in a way only Build-A-Bear can, both in our stores and through the release of a make-your-own version of the lead imaginary friend, Blue," said Sharon Price John, President and Chief Executive Officer at Build-A-Bear. "Together, with Paramount we're celebrating the magic of friendship and creativity, inspiring countless moments of joy and imaginative play." 

Furthermore, workshops nationwide will unveil exclusive merchandise inspired by IF, along with an array of outfits, allowing fans a lasting memory of the movie's spirit long after the credits roll.

• IF Blue Plush: Go on magical adventures with your own IF Blue plush! The beloved imaginary friend from the hit movie gives very real hugs with its purple fur, large body and smiley face. Personalize your IF Blue plush with the outfits, sounds, scents and accessories of your choice for more imaginative fun.
• IF "We're Always Here" T-Shirt: Your imaginary friends are always here! Celebrate the magical spirit of the movie IF and dress your bear in this graphic tee featuring characters from the film. The shirt is available as a standalone item or as part of the Happy Hugs Teddy Bear IF Gift Set.
• IF PJ Sleeper: Snuggle up to the sweetest of dreams with Blue from the movie IF! This cozy pajama sleeper for stuffed animals has a fun pattern featuring IF's Blue. It is also available in the Pawlette Plush IF Gift Set.

IF fans can make their dreams a reality by visiting Build-A-Bear Workshop® locations or by shopping online at buildabear.com. 

About Build-A-Bear
Build-A-Bear is a multi-generational global brand focused on its mission to "add a little more heart to life" appealing to a wide array of consumer groups who enjoy the personal expression in making their own "furry friends" to celebrate and commemorate life moments. More than 500 interactive brick-and-mortar experience locations operated through a variety of formats provide guests of all ages a hands-on entertaining experience, which often fosters a lasting and emotional brand connection. The Company also offers engaging e-commerce/digital purchasing experiences on www.buildabear.com including its online "Bear-Builder" as well as "HeartBox" and its age-gated adult-focused "Bear Cave." In addition, extending its brand power beyond retail, Build-A-Bear Entertainment, a subsidiary of Build-A-Bear Workshop, Inc., is dedicated to creating engaging content for kids and adults that fulfills the Company's mission, while the Company also offers products at wholesale and in non-plush consumer categories via licensing agreements with leading manufacturers. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted total revenues of $486.1 million for fiscal 2023. For more information, visit the Investor Relations section of buildabear.com.

About Paramount Consumer Products
Paramount Consumer Products oversees all licensing and merchandising for Paramount (Nasdaq: PARA, PARAA), a leading global media and entertainment company that creates premium content and experiences for audiences worldwide. Driven by a diverse slate of consumer brands, Paramount Consumer Products' portfolio is based on content from platforms including Paramount+, CBS (including CBS Television Studios and CBS Television Distribution), cable networks (including MTV, Nickelodeon and Showtime), and Paramount Pictures. Additionally, the division operates Paramount Game Studios. With properties spanning animation, live-action, preschool, youth and adult, Paramount Consumer Products is committed to creating the highest quality product for some of the world's most beloved, iconic franchises. To view our range of consumer products and Paramount branded apparel, visit ParamountShop.com.

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SOURCE Build-A-Bear Workshop

FAQ

What is the release date for the film 'IF' associated with Build-A-Bear's promotion?

The film 'IF' releases on May 17, 2024.

When will Build-A-Bear's special workshop experiences for 'IF' begin?

The special workshop experiences will begin on May 16, 2024.

Which Build-A-Bear locations will feature the 'IF' themed transformation?

The locations include Culver City, CA, American Dream in East Rutherford, NJ, and Blue Water in the UK.

What exclusive merchandise will Build-A-Bear offer for the 'IF' film?

Build-A-Bear will offer 'IF Blue' plush, themed outfits, and accessories inspired by the film.

Who directed the film 'IF'?

'IF' was written and directed by John Krasinski.