Visitors to Hard Rock Cafe Piccadilly Circus will be able to make their own furry friend and then sit down to eat with it, when a Build-A-Bear Workshop opens inside the London cafe on 26 October.
The opening is described as the first retail partnership of its kind for Hard Rock Cafe, and brings Build-A-Bear into one of London’s best-known entertainment and tourist destinations.
“This collaboration represents the coming together of two brands built on creating unforgettable memories. By combining Build-A-Bear’s interactive experience with the energy and global appeal of Hard Rock Cafe, we’re creating a one-of-a-kind destination in the heart of London that will inspire connection, self-expression and fun for guests of all ages.”
Chris Hurt, Chief Executive Officer, Build-A-Bear Workshop
Mini Hard Rock merchandise for bears
Bears can be dressed in miniature Hard Rock clothing, including replicas of the Hard Rock Cafe London Classic Tee and Hoodie, which are based on some of the brand’s top-selling merchandise.
A commemorative pin set has also been made only for the partnership. It pairs a traditional collector pin with a bear-sized companion pin, so bear owners and pin collectors can both mark the occasion.
Local families, international visitors, music fans, collectors and longstanding Build-A-Bear customers are among those the Piccadilly Circus site is expected to draw, and further exclusive products and partnership opportunities developed specifically for London may follow.
“Piccadilly Circus welcomes millions of visitors from around the world each year, making it the perfect setting for this exciting collaboration. By bringing Build-A-Bear’s beloved interactive experience into our Cafe, we’re creating another memorable reason for families, travelers, and fans to visit, explore, and make lasting memories together.”
Eric Martino, President, Hard Rock Cafe & Retail
For Build-A-Bear, the cafe is part of its continued growth through destination experiences and collaborations designed to extend the brand’s reach. Its other UK tie-ups include same-day deliveries through Uber Direct.
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