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.
“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
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.
“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
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.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
