Build-a-Bear Workshop Names Franchise Partner for United Kingdom, Ireland.

Business Editors

ST. LOUIS--(BUSINESS WIRE)--Oct. 6, 2003

Build-A-Bear Workshop(R), the award-winning, interactive entertainment retailer based in St. Louis, Missouri, has granted an exclusive franchise to UK-based Amsbra Limited to develop Build-A-Bear Workshop stores across the United Kingdom & Ireland. Build-A-Bear Workshop, a global market leader in entertainment retailing, currently operates 146 stores in 36 states in the United States & Canada and is rolling out its concept internationally through territory franchises in Europe and Asia. The first Build-A-Bear Workshop store will open in the UK in Sheffield's Meadowhall Centre in November 2003. Additional stores are planned for the UK in 2004 with initial agreements already signed for a south-east store to open early in the spring.

Amsbra Limited is managed by Steve Bedford (Executive Chairman), Rupert Ashe (Chief Financial Officer) and Andrew Mackay (Chief Operating Officer). Steve Bedford was formerly Chief Operating Officer at Storehouse Plc during the 1990s, with responsibility for BHS, Mothercare and Blazer. Rupert Ashe was previously Chief Executive of investor relations firm Focus Communications (part of Grey Global Group) and Andrew Mackay is an international entrepreneur. Amsbra Limited has raised an undisclosed sum of venture capital from blue-chip institutions to finance the roll out across the territory and has appointed Dalgleish & Co., the specialist retail property consultant, to advise on its retail portfolio.

The store will be introduced in the UK based on the original concept pioneered by Build-A-Bear Workshop in the United States six years ago. Meadowhall will be the first store to launch outside the United States and Canada, and will be closely followed by stores opening in other countries over the next year.

Build-A-Bear Workshop's fun, interactive shopping experience stimulates imagination and creativity in people of all ages allowing "Guests" to create their own stuffed animal by choosing the skin, stuffing it, stitching it, giving it a heart, naming it, dressing it and creating its very own personalized storybook as a keepsake of the experience.

Build-A-Bear Workshop is an environment "Where Best Friends Are Made(R)". It creates a wonderful, inclusive experience where individuals, families, friends or groups from 3 to 103 can enjoy a truly interactive shared activity, while making a new furry friend or gift for any occasion. To add the finishing touches, there is a wide selection of beary stylish apparel and accessories for all tastes.

Commenting on the UK plans, Steve Bedford, UK Chair Bear said: "The Build-A-Bear Workshop concept is superbly executed in the United States. It is arguably the best example of retail entertainment in the world. We aim to bring the same magical sense of participation and excitement to shopping centres and high streets across the UK & Ireland.

"It is our intention to ensure that the core brand values and fun and interaction are translated seamlessly into our stores. Our Guests will be superbly well looked after by experienced teams of Bear Builders who will ensure the experience is brought to life every time they visit.

"Build-A-Bear Workshop also has its own language or `bearisms', which add to the magic and in-store experience for the young and the young at heart. Even our executive management team members have bear titles - such as Chair Bear for me and Chief Honey Bear for our Financial Director. We take our roles seriously, but want to ensure the culture of the business is consistent from Bear Quarters through to store staff and ultimately to our Guest's experience.

"In the United States repeat business and Guest satisfaction levels are above the national average and word of mouth endorsement has helped make Build-A-Bear Workshop the incredible success story it is today. Many thousands of Guests from the UK and Ireland have visited a Build-A-Bear Workshop in the United States and are looking forward to stores in the UK and Ireland. To that end, we have assembled a powerful management team and strong financial backing to execute a swift UK roll out over the next two to three years," said Bedford.

United States Build-A-Bear Workshop Founder and Chief Executive Bear Maxine Clark adds, "We are excited to have such capable franchise partners in the UK and Ireland. We have thousands of UK residents who have visited our stores in the U.S. since we opened in October 1997, literally many of whom have asked us to bring our company to them! Amsbra Limited will be not only be able to bring our brand to the UK and Ireland but will also add great value to our company as well."

Notes to Editors

About Build-A-Bear Workshop(R):

Build-A-Bear Workshop continues to redefine the concept of mall-based entertainment retail. In doing so, the company has been recognized by the retail industry with numerous awards including the prestigious National Retail Federation's International 2001 Retail Innovator of the Year.

Build-A-Bear Workshop is an interactive, entertainment mall-based retailer that invites Guests of all ages to create their own customized stuffed animals.

Build-A-Bear Workshop is the innovator and leader of the make-your-own-stuffed-animal concept for mall-base retailing and currently operates 146 stores in 36 states, and a very successful e-commerce business. By the end of 2003 there will be 150 locations in the United States and four stores in Canada. Build-A-Bear Workshop aims to establish a global brand over the next 5 years, with franchise plans across Europe, the Middle East and the Far East.

For more information, call (888) 560-BEAR (2327) or visit the company's award-winning web site at www.buildabear.com.

About AMSBRA LIMITED:

Amsbra has raised an undisclosed sum of venture capital from blue-chip institutions to finance the Build-A-Bear Workshop roll out and have appointed Dalgleish & Co, the specialist retail property consultant, to advise on its retail portfolio.

Steve Bedford (47) -UK Chair Bear and joint founder. For seven years was Chief Operating Officer of Storehouse Plc, with responsibility for BHS, Mothercare and Blazer. At Storehouse he oversaw a turnaround and subsequently a highly successful period in the company's fortunes, which saw Storehouse's profits before tax peak at GBP 125 million in 1998. In total, he has twelve years experience at Board level in retail companies with strong functional experience in store operations, IT, logistics, supply chain management and HR. Recently he has been acting in a variety of capacities with growing companies in the technology, retail and service sectors.

Andrew Mackay (50) - Chief Operating Bear and joint founder. He is a highly experienced businessman and entrepreneur with a diverse international involvement within various business sectors throughout Europe, Africa and North America, including meat processing and marketing; electrical consumer goods; steel and charcoal; animal feed phosphates; warehousing and commodity trading. He is also engaged in wild life conservation in Africa.

Rupert Ashe ACA (43) - Chief Honey Bear and joint founder. He is a qualified Chartered Accountant and for the last 20 years has worked in the City of London founding a financial public relations and investor relations business which he subsequently sold to Grey Global Group Inc. in 1998. He is a partner of Wall House Consulting, which advises on MBO's, MBI's, disposals, acquisitions and strategic stake building, together with advising on strategies for a range of growth companies.