Build-A-Bear Workshop’s IP partnerships have always been one of its biggest differentiators, but now the retailer is bringing its collaboration with Sanrio to the next level with a new workshop in Los Angeles.
The companies will open a new retailtainment destination at Westfield Century City on November 15 to celebrate the 50th anniversary of Hello Kitty that will give consumers the chance to use Build-A-Bear’s renowned experience to customize one of Sanrio’s beloved characters. Company leadership timed the opening to correspond with World Kindness Day, a day that celebrates friendship, kindness and inclusivity, which are the core values of Hello Kitty and Friends.
The Build-A-Bear x Hello Kitty and Friends Workshop will have a festive atmosphere with design touches distinct to the Hello Kitty Brand, such as pink aprons, pink and white shopping bags and customized pink birth certificates.
“The opening of the Build-A-Bear x Hello Kitty and Friends Workshop is a meaningful moment for both of our brands,” said Sharon Price John, President and CEO of Build-A-Bear Workshop in a statement. “This workshop is about creating a space where guests of all ages can connect with their favorite Sanrio characters in a fun and memorable way. It’s a special experience that brings together the magic of childhood with the creativity of today’s culture, and we’re excited to share it with the West Los Angeles community.”
Hello Kitty and Build-A-Bear: Celebrating a New Era of Friendship
Build-A-Bear and Sanrio will celebrate the store’s grand opening on November 15 with a ribbon-cutting ceremony featuring Hello Kitty herself. The store will open to the general public immediately after the ceremony, with the first 50 guests receiving a special gift.
The new store, coupled with Sanrio’s exclusive holiday collection for Build-A-Bear, reflects Hello Kitty and Friends’ vast reach and resonance among consumers of all ages. Both Sanrio and Build-A-Bear have capitalized on this influence through several collections and product drops, which have driven lifetime sales of more than three million Hello Kitty and Friends themed plush items. But of course, this isn’t the only retail partnership Hello Kitty has; Miniso in particular has launched various collections and in-store experiences dedicated to the beloved Sanrio character.
“Hello Kitty is a powerful source of comfort, nostalgia and self-expression for her fans, and a partnership with Build-A-Bear is a natural fit for the Hello Kitty and Friends brand where guests can create their own custom plush to reflect their individuality,” said Craig Takiguchi, Chief Operating Officer of Sanrio, Inc. in a statement. “During this milestone 50th anniversary year, we’ve been focused on offering collectible products and experiences while building connection points for fans, and this special workshop provides Hello Kitty and Build-A-Bear fans alike the ultimate opportunity to make memories with their loved ones while creating one-of-a-kind special friends.”
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