First New Build-A-Bear Float Since 2007
Reflects New Brand Look and Feel
On Nov. 26, a new float from Build-A-Bear, a global brand kids
love and parents trust, will roll through Manhattan during the 89th
Annual Macy’s Thanksgiving Day Parade®. The latest Build-A-Bear
float in the annual spectacle will feature a variety of scenes and
of course, bears – all with one mission in mind: Discover
Adventure! A part of the Macy’s Parade family since 2002, this
year’s latest floating wonder marks the third Build-A-Bear float
for the Parade which is sure to delight the more than 3.5 million
spectators lining the Parade route on Thanksgiving Day.
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“Making memories and celebrating life’s moments are at the heart
of everything we do, and countless memories are made every year
when the Macy’s Thanksgiving Day Parade, one of America’s most
anticipated events, takes place,” said Gina Collins, chief
marketing officer, Build-A-Bear. “We worked closely with the
talented team at Macy’s to create exciting scenes that evoke a
sense of adventure and incorporate teddy bears – the icons of our
brand – into one incredible new float.”
“For nearly 90 years, Macy’s Thanksgiving Day Parade has
brought generations of families together to enjoy the wonder
and magic of the official kick off to the holiday season,” said Amy
Kule, executive producer, Macy’s Thanksgiving Day Parade. “Once
again, we enthusiastically welcome Build-A-Bear and their new float
to our glorious procession as together we celebrate the childlike
spirit in everyone.”
The engineers and craftspeople at Macy’s Parade Studio began
working with Build-A-Bear on the new concept in early 2015, and
construction took approximately five months. The front view of the
float begins with two bears playfully riding ocean waves, while a
sailboat captained by a Sailor Bear rocks gently overhead. A castle
featuring Build-A-Bear’s icon, Bearnard, serves as the centerpiece,
complete with a friendly, smoke-breathing dragon climbing up to see
a Princess Bear, who showers the crowds with confetti. The sides of
the float feature different scenes of wonder and adventure
including a classic teddy-bear tea party, as well as a trip to
outer space on a rocket ship manned by an Astronaut Bear, who turns
his head to gaze upon the world as he flies into the air with
bouncing stars.
More than 50 million viewers tune in to watch the magic of the
Macy’s Thanksgiving Day Parade each year. The latest design from
Build-A-Bear is one of only five new floats that will take part in
this year’s event.
“As we look ahead to our upcoming anniversary, we recently
unveiled a fresh look and feel through our new Discovery concept
stores, so it was important to reflect that into the design of our
newest float in the Macy’s Parade,” added Collins. “On Thanksgiving
Day, our float will allow millions to get a peek at the fresh face
of Build-A-Bear.”
Build-A-Bear is a multi-generational brand that will celebrate
its 20th anniversary in 2017. Since the company was founded in
1997, more than 145 million furry friends have been made.
In addition to the Parade experience, this holiday season,
Build-A-Bear is once again teaming up with Macy’s to offer
shop-in-shops at seven Macy’s locations nationwide so that shoppers
can take part in the full Build-A-Bear Workshop experience inside a
Macy’s store.
Build-A-Bear Workshop will also bring its wildly popular Merry
Mission story to life with the return of everyone’s favorite eight
reindeer, along with a brand-new face, to stores this season.
Glisten, the strongest, fastest reindeer of all time will light the
night and help Santa and his team deliver toys to everyone on the
nice list. Her special medallion unlocks the Merry Mission app and
its features, and additional outfits and accessories are sold
separately. Fans can download the updated Merry Mission app on
iTunes and Google Play starting Nov. 1.
For more information, visit buildabear.com and follow the brand
on Facebook, Twitter, YouTube and Instagram. The 89th annual Macy’s
Thanksgiving Day Parade airs nationwide on NBC-TV, on Thursday,
Nov. 26, 2015, from 9 a.m. – noon; in all time zones.
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. Build-A-Bear 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 the Investor Relations section
of buildabear.com.
About the Macy’s Thanksgiving Day Parade
With more than 50 million viewers across the country and more
than 3.5 million spectators that line up along the streets of New
York City each year, the Macy’s Thanksgiving Day Parade is a
national icon that has grown into a world-famous holiday event. For
almost 90 years, the Macy’s Thanksgiving Day Parade has marked the
official start of the holiday season. Growing in size and scale,
the Parade proudly marches down a more than 2-mile route in New
York City with more than 8,000 participants in tow including Macy’s
(NYSE:M) employees, their families, celebrities, athletes, clowns
and dance groups spreading holiday cheer. The Parade also features
America’s best marching bands, fabulous floats and Macy’s signature
giant helium character balloons. For more information on the Macy’s
Parade, please visit www.macys.com/parade or call the
Parade hotline at (212) 494-4495.
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version on businesswire.com: http://www.businesswire.com/news/home/20151013006038/en/
MEDIA:Macy’s Thanksgiving Day
Parade:Orlando Veras,
646-429-7450Orlando.Veras@macys.comorChristine Olver,
646-429-5713Christine.Olver@macys.comorBuild-A-Bear:Beth Kerley,
314-423-8000, ext. 5430bethk@buildabear.com
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