1. Nicole Ferguson, Angelina Lusetti, Erin Groebe

2. Background Where best friends are made Maxine Clark - Chief Executive Bear of Build- A-Bear Workshop Inc. since 1997Build- A-Bear Workshop World Bearquarters in St. Louis, MO First store opened in October, 1997 Brand Extension - Friends 2B MadeFriends 2B Made

3. Background Toys and Games Industry Located in 45 states, 16 countries –Franchises in international markets 59 new locations coming soon Average price per stuffed animal: $32 2005 fiscal revenues - $362 million –$600/sq. foot in annual sales

4. Choose Me Guests are introduced to all the furry characters in the store and select one, which soon becomes their new best friend

5. Hear Me Guests may select from several sound choices to place inside their stuffed animal to further personalize their new friend

6. Stuff Me With the help of the master Bear Builder associates, guests fill their new friend with stuffing for just the right amount of hug- ability

7. Stitch Me The last seam is neatly pulled shut, nearly completing each new best friend

8. Fluff Me The guest brushes the animal at the bear spa to make sure his or her new friend is well groomed and pawfectly huggable!

9. Name Me Guests then stop at the computer, where they answer several questions about their new furry friend, including the birth date and of course, the name of their new pal

10. Dress Me Guests may dress their new friend in the beary latest furry fashions. The bear apparel boutique features clothes and accessories for all occasions

11. Take Me Home Guests wrap up their bear-making adventure at the final station, where they are given their customized birth certificate and a special Buy Stuff Club® card to apply towards future purchases

12. Strengths/Weaknesses Strengths: –Customized, interactive shopping experience – “magical” –Broad/loyal customer base – 3 generations –Build-A-Party –International locations –Commitment to community –Online shopping –Ad campaignAd campaign Weaknesses: –Price –Child-like treatment –Youthful –Time consuming process

13. Opportunities/Threats Opportunities: –More store locations –Expand out of malls –Extend the brand Threats: –Russ Berrie –Vermont Teddy Bear Co. –Toys R US –Disney Store –Mass retailers (Wal-Mart, Target) –Changing fads in youth culture

14. Locations in Oregon Washington Square Clackamas Valley River Center

15. Sources Build-A-Bear Workshop, http://www.buildabear.com “Build A Bear Workshop,” Business Week Online. http://www.businessweek.com/magazine/content /05_23/b3936411.htm http://www.businessweek.com/magazine/content /05_23/b3936411.htm Today Show http://www.msnbc.msn.com/id/3032633/#