Build-A-Bear Workshop, Inc. Names Kenneth Wine Chief Merchandise Bear

  Build-A-Bear Workshop, Inc. Names Kenneth Wine Chief Merchandise Bear

Business Wire

ST. LOUIS -- December 03, 2012

Build-A-Bear Workshop, Inc. (NYSE: BBW), an interactive entertainment retailer
of customized stuffed animals, today announced the appointment of Kenneth Wine
to the newly created position of chief merchandise bear, effective Dec. 3,
2012. Wine, 49, will lead the Build-A-Bear Workshop^® Product Development,
Quality Assurance, Sourcing and International Merchandise teams to drive
product innovation, sales growth and profitability. He will report to Maxine
Clark, Build-A-Bear Workshop founder and chief executive bear.

“Ken brings a wealth of retail experience to the company and we are fortunate
to have him join our team,” said Ms. Clark. “He takes on this new leadership
position to intensify company-wide merchandise focus and to help drive our
business with new and innovative products. Ken will play a key role in the
strategic perspective and execution of our brand.”

Prior to joining Build-A-Bear Workshop, Wine was senior vice president of
merchandising, sourcing, design, and product development at Weissman Designs
for Dance and held senior merchandising positions with Oriental Trading
Company, Lands’ End and Mattel Inc. at American Girl. Mr. Wine earned his
bachelor’s degree at Skidmore College in Saratoga, New York.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an
interactive make-your-own stuffed animal retail-entertainment experience.
There are more than 400 Build-A-Bear Workshop stores worldwide, including
company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom and
Ireland, and franchise stores in Europe, Asia, Australia, Africa, the Middle
East, Mexico and South America. Founded in St. Louis in 1997, Build-A-Bear
Workshop is the leader in interactive retail. Brands include make-your-own
Major League Baseball^® mascot in-stadium locations, and Build-A-Dino^®
stores. Build-A-Bear Workshop extends its in-store interactive experience
online with its award winning virtual world website at bearville.com^™. The
company was named to the FORTUNE 100 Best Companies to Work For^® list for the
fourth year in a row in 2012. Build-A-Bear Workshop (NYSE: BBW) posted total
revenue of $394.4 million in fiscal 2011. For more information, call
888.560.BEAR (2327) or visit the company's award-winning website at
buildabear.com^®.

TRADEMARKS

We would like to thank you for your interest in covering our business. As you
write your story, we would ask that you use our full name: Build-A-Bear
Workshop^® and that when referencing the process of making stuffed animals you
use the word “make” not “build." Build-A-Bear Workshop is our well-known trade
name and our registered trademark of Build-A-Bear Retail Management, Inc.

Build-A-Bear Workshop^® should only be used in capital letters to refer to our
products and services and should not be used as a verb.

Contact:

Build-A-Bear Workshop, Inc.
Jill Saunders, 314-423-8000 ext. 5293
Cell: 314-422-4523
JillS@buildabear.com