Build-A-Bear Workshop is set to open a new store experience inside Hard Rock Cafe in London’s Piccadilly Circus, marking the restaurant chain’s first retail partnership of its kind.
The new location, which opens on 26 October, will bring the toy retailer’s signature Make-Your-Own furry friend experience to one of London’s busiest tourist destinations.
The partnership will allow visitors to create their own teddy bears before dining at Hard Rock Cafe, combining the interactive shopping experience with the restaurant’s hospitality offering.
To mark the launch, Build-A-Bear will introduce exclusive merchandise featuring miniature versions of Hard Rock Cafe’s iconic London Classic T-shirt and hoodie.
Customers will also be able to purchase a commemorative pin set, featuring a traditional collector pin alongside a bear-sized version.
Build-A-Bear chief executive Chris Hurt said: “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.”
Hard Rock Cafe and Retail president Eric Martino added: “Piccadilly Circus welcomes millions of visitors from around the world each year, making it the perfect setting for this exciting collaboration.”
The opening forms part of Build-A-Bear’s wider strategy to expand its presence through destination-led retail experiences and brand partnerships, as it looks to reach new customers beyond its traditional store estate.
It said the London location could also introduce further exclusive products and collaborations tailored to the destination.
The new store experience will operate seven days a week, opening from 9am to 10pm Monday to Friday and Sunday, and until 11pm on Saturdays.
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