UM is proud to announce the win of Build-A-Bear Workshop in both the United States and United Kingdom.

As part of the media assignment, UM will handle all media business in North America and the United Kingdom for Build-A-Bear, including planning, buying, analytics, strategy and digital. The account will be led from UM’s New York, Detroit and London offices.

“Build-A-Bear has an exciting opportunity to build on their core competencies and evolve their brand equity to enhance their experiential brand for families,” Said Eileen Kiernan, Global CMO of UM. “We look forward to partnering with Build-A-Bear on this transformation journey. We are thrilled that Build-A-Bear has chosen UM’s strategic vision and innovative media solutions, along with our advanced digital and analytics capabilities to attract new customers, deepen customer loyalty and drive competitive advantage for their brand”.

Build-A-Bear Workshop is the leading and only global company that offers an interactive make-your-own stuffed animal retail experience.  There are more than 400 Build-A-Bear Workshop stores worldwide, including stores in the United States, Puerto Rico, Canada, United Kingdom, and Ireland.

“Build-A-Bear is a powerful global brand with strong recognition and emotional connection with consumers of all ages. We are excited to be working with UM to engage a broader consumer base and elevate our interactive entertainment model,” said Gina Collins, Chief Marketing Officer of Build-A-Bear. “UM’s highly creative and strategic team will help us drive dynamic growth as we evolve the Build-A-Bear brand.”