Build-a-Bear Workshop Opens First Store in Denmark.

Business Editors

ST. LOUIS, Mo.--(BUSINESS WIRE)--April 19, 2004

Build-A-Bear Workshop(R), the leader in interactive entertainment retail and make-your-own stuffed animals announced that it has opened its first store in Denmark today. With 152 stores in the United States and four stores in Canada, the teddy bear retailer began an aggressive international expansion over the last six months by opening stores in the UK last fall, and then in Japan and Korea earlier this year. The expansion brings their award winning concept to hundreds of thousands more teddy bear fans across the globe.

The new Denmark store is located in Copenhagen, in Tivoli Gardens which is the number one attraction in all of Denmark and was the inspiration for Walt Disney when he created Disneyland. It is also the oldest theme park in the world. The store is the first Build-A-Bear Workshop planned for Denmark through an exclusive territory franchisee agreement with the Denmark Build-A-Bear Workshop franchisee -- Choose I/S. Future expansion is planned for later in the year. The Denmark franchisee management team includes Chief Operating Bear - Soren Nielsen, Financial Bear - John Kristensen, Chair Bear - Leif Christensen, Board Member - Bernt Staerke, Board Member - Henrik Pander.

According to Build-A-Bear Workshop Chief Executive Bear Maxine Clark, the company has carefully planned its global expansion strategy, "Our international business plan has always been a critical and integrated part of our overall growth strategy and seeing the smiles from the Guests who have visited our new store in Denmark just reinforces how exciting and successful our concept is and we look forward to opening many other stores in this and many other countries across the globe."

In talking about the growth of the company Maxine credits the unique, interactive and memorable experience provided by store Associates to be the cornerstone for the company's success. "Build-A-Bear Workshop is about so much more than just coming in and buying a bear," she said. "The store is designed to bring out the creative side of our Guests--whatever their age or gender and no matter where they live. People love to personalize their bears, and we are happy to provide an environment that encourages creativity. Once our Guests leave our stores, they have not only made a bear, but they have also spent time with their friend or family member and they have shared a special memory."

Build-A-Bear Workshop, through an exciting make your own stuffed animal experience, combines a unique and fun approach to the retail entertainment industry. The store Associates, known as Master Bear Builders(sm), create the experience by interacting with Guests at each step of the bear-making process. Regardless of their age, Build-A-Bear Workshop Guests enjoy the highly visual environment, the sounds and the magic of this special place as they go through the process and choose, stuff, stitch, fluff, name and dress their own stuffed animals.

When it comes to spreading hugs to the community, Build-A-Bear Workshop is a company with a big heart. Stuffed with Hugs is a program which has become a signature charity event for the company and in the last three years, over 100 thousand bears have been made by Guests and made their way into the hearts and lives of children who need the love of an extra hug. The company also has partnered with regional and national organizations across the U.S. to support charities that help children, families and animals in need. This year, the program is expanding globally as well with all Build-A-Bear Workshop stores around the world participating in this charitable event on May 15.

Build-A-Bear Workshop is an interactive entertainment retailer that invites Guests 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- based retailing. The company currently operates 152 stores in 36 states across the U.S. including four stores in Canada and franchises in the UK, Japan and Korea. The premier store opened in Saint Louis Galleria, St. Louis, Missouri, USA, in October 1997. For more information, call (888) 560-BEAR or visit the company's award-winning web site at www.buildabear.com