Build-A-Bear to Open at Hard Rock Cafe Piccadilly Circus

Build-A-Bear Workshop is to open inside Hard Rock Cafe Piccadilly Circus in London on 26 October, bringing its make-your-own furry friend experience to one of the city’s best-known entertainment and tourist destinations.

Described as the first retail partnership of its kind for Hard Rock Cafe, the new location will allow guests to build their own furry friends and then dine with them in the cafe.

To mark the partnership, guests will be able to dress their bears in miniature versions of Hard Rock apparel, including replicas of the Hard Rock Cafe London Classic Tee and Hoodie, which are inspired by some of the brand’s top-selling merchandise.

A commemorative pin set has also been created exclusively for the partnership. It pairs a traditional collector pin with a bear-sized companion pin, so that both bear owners and collectors can mark the collaboration.

The partnership forms part of Build-A-Bear‘s continued growth through destination retail experiences and strategic collaborations designed to extend the brand’s reach, with its UK tie-ups also including same-day deliveries through Uber Direct.

The Piccadilly Circus location is expected to appeal to local families, international visitors, music fans, collectors and longstanding Build-A-Bear customers, and may also offer further exclusive products and partnership opportunities developed specifically for London.

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