Build-A-Bear Workshop, Inc. has adopted a new “I Love It” Pinterest feature in an effort to expand it online presence and brand awareness. Developed by Prestimedia, the new tool integrates Build-a-Bear’s latest online catalog, Facebook, mobile applications and U.S., Canadian and U.K. web sites. It is designed to allow Build-a-Bear customers to pin images from the virtual catalog directly to Pinterest. The link behind the image opens Build-a-Bear’s interactive catalog directly to the page with the selected featured product, enabling Build-a-Bear to enjoy a natural referral on Pinterest with existing visuals from its catalog. “We were looking for an innovative solution that would boost the visibility of our new spring catalog online and on mobile devices,” said Josh Hawkins, Interactive Director, Build-A-Bear Workshop, the first retailer to implement “I Love It.” Built-A-Bear’s strong interest in expanding brand exposure through its online catalog, social media and on mobile devices accelerated Prestimedia’s development of this new feature, Isabelle Ciacchella, Head of Prestimedia’s U.S. operations told Retail TouchPoints. She added that Prestimedia’s Premiumbook and E.print interactive catalog solutions will feature the new “I Love It” Pinterest capability.
Prior to the “I Love It” implementation, Build-a-Bear and its guests already were active on Pinterest, a social media web site where users can organize and share individual visual images on a virtual pin board. Build-a-Bear also has more than 2 million followers on Facebook. In addition to its online presence, Build-a-Bear has more than 400 workshop stores worldwide. The company posted total revenues of $394.4 million in fiscal 2011.
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