Build-A-Bear Workshop announces new licensed partnership with Sega®

Build-B-Bear Workshop announces new licensed partnership with Sega® and unveils make-your-own Sonic the Hedgehog™ Furry Friends and accessories.

Build-A-Bear Workshop, Inc. (NYSE: BBW), an interactive destination where guests can create personalized furry friends, today announced a new licensed partnership with SEGA® with the unveiling of a new Sonic the Hedgehog™ line. 2016 marks the 25th anniversary of Sonic, and this is the first time SEGA furry friends and accessories have been offered at Build-A-Bear Workshop.

Starting today, an online exclusive bundle—featuring a 17-inch Sonic the Hedgehog furry friend, a plush gold ring wrist accessory and a limited-edition Sonic print—is available at buildabear.com/sonic (U.S.); the online exclusive bundle will launch on December 8 at www.buildabear.co.uk/sonic (U.K.). The full-color print was designed by Sonic Team™ in Japan exclusively for Build-A-Bear Workshop; the print and plush gold ring wrist accessory are only available as part of the online exclusive bundle. A Sonic furry-friend tee, a 13-inch pre-stuffed Tails and a Sonic 3 Special Stage Background Music digital sound chip are sold separately and can be added to online exclusive bundle orders. Quantities of the online exclusive bundle are limited.

Our partnership takes this momentous occasion to a whole other level,” said Anoulay Tsai, Director of Licensing at SEGA of America. “Build-A-Bear has ingeniously formulated a way to capture the collectors market, and we’re honored to be afforded the opportunity to (pun intended) build this unprecedented program in SEGA history. We hope to captivate devoted fans and introduce Sonic to a new audience with this furry friend!

The make-your-own Sonic the Hedgehog furry friend, pre-stuffed Tails, Sonic tee and digital sound chip will arrive at U.S. and Canada Build-A-Bear Workshop stores on December 3. The in-store Sonic offerings will be available at U.K., Ireland and Denmark Build-A-Bear Workshop locations in March 2017.

Sonic the Hedgehog is one of the most iconic characters in the gaming world, and SEGA is a fantastic addition to our world-class portfolio of licensed partners that continues to appeal to Build-A-Bear Workshop guests of all ages,” said Gina Collins, chief marketing officer, Build-A-Bear Workshop. “We worked closely with the team at SEGA to create an online exclusive bundle and in-store offerings that appeal to Sonic fans, and we’re excited to launch them in time for the holidays.

From the day Sonic the Hedgehog launched, June 23, 1991, he quickly became one of the most popular characters around. He is well-known for his super-fast speed, cool edgy attitude and readiness for all types of adventure. To date, the “Blue Blur” has sold more than 350 million copies of packaged and digital games. The success and awareness of Sonic spans animations and video games on multiple platforms, and resonates strongly among thriving fan communities and social media networks.

To stay current on Sonic the Hedgehog news, follow Sonic on Twitter and Instagram, like him on Facebook, and subscribe to the Twitch channel and the YouTube Channel. For the latest in Sonic merchandise and other exciting updates, follow the Instagram account @SonicStyles.

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