Build-A-Bear Workshop Announces License Deal with Spin Master Corp. to Launch Craft Activity Line in Fall 2016

Spin Master Products are the Latest Addition to Build-A-Bear’s
Ongoing Outbound Licensing Program

ST. LOUIS–(BUSINESS WIRE)–Build-A-Bear
Workshop, Inc.
, a global brand kids love and parents trust, and Spin
Master Corp.
, a global leader in children’s entertainment and one of
the top five U.S. toy manufacturers, today announced an agreement to
make, market and distribute a line of craft activity products. The line,
designed to appeal to ages 4-10 will launch in multiple markets in fall
2016 with plans to rollout globally in 2017.

“Spin Master brings unprecedented expertise to our partnership, and
together, our toy line will bring something to the marketplace that is
uniquely Build-A-Bear,” said Gina Collins, chief marketing officer,
Build-A-Bear Workshop. “As we look toward our 20th
anniversary in 2017, relationships with industry leaders, like Spin
Master, will help our brand remain iconic for the next generation of
guests.”

Renowned in the toy industry for its innovation, Spin Master will
introduce another dimension to the Build-A-Bear Workshop experience by
allowing children to stuff furry friends themselves at home.

“Spin Master has a long history of creating craft activity toys, and the
new line will add an exciting new play pattern to the Build-A-Bear
franchise,” said Arlene Biran, vice president, marketing, activities,
Spin Master Corp.

The Spin Master agreement comes on the heels of several outbound
licensed product deals signed this year alone in North America,
including Clever
Cookie
iced and mini cookies; Chasing
Fireflies
premium children’s clothing and costumes; a JAKKS
Pacific, Inc.
co-branded MiWorld playset assortment; PRAIM
Group
all natural, premium milk chocolate bars and Choxcard
chocolate bars; Froose
co-branded fruit snacks; NECCO
co-branded Sweethearts candy; Frankford
Candy
novelty candy; and Sykel
Enterprises
and Print
Concepts
polar fleece and crafting fabrics.

“We are creating a unique portfolio of brand-relevant Build-A-Bear toys,
accessories and snacks that appeal to a variety of consumer segments,”
said Collins. “In addition to entering new channels, our outbound
licensing program allows us to offer more variety to loyal fans, while
introducing the Build-A-Bear brand to new audiences.”

In January 2015, Brand
Activation Consulting
was appointed as Build-A-Bear’s exclusive
outbound licensing agent.

“The number of strategic partners Build-A-Bear has added in recent
months speaks to the strength of the brand,” said Michelle McLaughlin,
principal, Brand Activation Consulting. “Our work to connect the company
with strong licensees helps Build-A-Bear achieve a key strategic
objective to introduce more products in more places.”

For more information about Build-A-Bear, visit buildabear.com,
and follow the brand on Facebook,
Twitter,
YouTube
and Instagram.
For more information on becoming part of the Build-A-Bear licensing
program, contact info@brandac.com.

About Build-A-Bear

Founded in St. Louis in 1997, Build-A-Bear, a global brand kids love and
parents trust, seeks to add a little more heart to life. The company has
approximately 400 stores worldwide where guests can create customizable
furry friends, including company-owned stores in the United States,
Canada, Denmark, Ireland, Puerto Rico, and the United Kingdom, and
franchise stores in Africa, Asia, Australia, Europe, Mexico and the
Middle East. The company was named to the Fortune 100 Best
Companies to Work For® list for the seventh year in a row in 2015.
Build-A-Bear Workshop, Inc. (NYSE: BBW) posted a total revenue of $392.4
million in fiscal 2014. For more information, visit www.buildabear.com.

About Spin Master Corp.

Spin Master (TSX:TOY) is a leading global children’s entertainment
company that creates, designs, manufactures and markets a diversified
portfolio of innovative toys, games, products and entertainment
properties. Spin Master is best known for award-winning brands including
Bakugan, Air Hogs®, Spin Master Games™ and the 2015 Toy of the Year,
Zoomer™ Dino. Since 2005, Spin Master has received 58 TIA Toy of The
Year (TOTY) nominations with 14 wins across a variety of product
categories. Spin Master has been recognized with 11 TOTY nominations for
Innovative Toy of the Year, more than any of its competitors. Spin
Master is among a limited number of companies that not only develop and
produce global entertainment properties, characters and content, but
also monetize that content through the creation, sale and licensing of
products. To date, Spin Master has produced five television series,
including 2007 hit series Bakugan Battle Brawlers™ and its current hit
PAW Patrol, which is broadcast in over 160 countries and territories
globally. Spin Master employs over 850 people globally with offices in
Canada, United States, France, Italy, United Kingdom, Slovakia, Germany,
Holland, Mexico, China, Hong Kong and Japan.

About Brand Activation Consulting

Brand Activation Consulting, a full business development agency, is
focused on driving revenue and increasing marketing touch points
for commercial brands via various business models including; launch
strategy, retail development, sales, strategic partnerships, licensing,
joint venture / acquisition and business planning. Principles, Bob Traub
and Michelle McLaughlin, have held various executive positions
successfully nurturing entertainment and blue chip brands to commercial
success in U.S. retail and abroad. BAC provides strategic and tactical
services to our roster of clients; Build-A-Bear Workshop, Mattel Asia,
A+E Networks, Little Pim, Reckitt Benckiser and Groovio. Each project is
approached with one simple philosophy, “All brands are not created equal
and strategy is everything.” For additional information about Brand
Activation Consulting, email info@brandac.com.

Contacts

Build-A-Bear
Beth Kerley, 314-423-8000, ext. 5430
bkerley@buildabear.com