Build-A-Bear to open retail experience in London’s Hard Rock Cafe
Build-A-Bear Workshop is teaming up with Hard Rock Cafe on a new retail experience at the restaurant chain’s Piccadilly Circus location in London.
Launching on 26 October, the partnership will let visitors take part in Build-A-Bear’s signature make-your-own teddy bear experience, with guests able to build their own furry friends to dine with at Hard Rock Cafe.
Subscribe to TRBMarking the first retail partnership of its kind for the Hard Rock Cafe location, guests will be able to dress their bears in miniature versions of Hard Rock clothing, including the Hard Rock Cafe London Classic Tee and Hoodie.
Visitors will also be able to buy a special commemorative pin set created exclusively for the partnership. It includes a traditional collector pin alongside a uniquely designed, bear-sized companion pin.
Build-A-Bear said the partnership is part of its strategy to grow through destination retail experiences and strategic collaborations to expand the brand’s reach.
Chris Hurt, chief executive of Build-A-Bear Workshop, said: “This collaboration represents the coming together of two brands built on creating unforgettable memories.
“By combining Build-A-Bear’s interactive experience with the energy and global appeal of Hard Rock Cafe, we’re creating a one-of-a-kind destination in the heart of London that will inspire connection, self-expression and fun for guests of all ages.”
Eric Martino, president of Hard Rock Cafe and retail, said: “Piccadilly Circus welcomes millions of visitors from around the world each year, making it the perfect setting for this exciting collaboration.
“By bringing Build-A-Bear’s beloved interactive experience into our cafe, we’re creating another memorable reason for families, travellers, and fans to visit, explore, and make lasting memories together.”
