The retailer launches a virtual game inviting users to become business tycoons.
Build-a-Bear, an American children's toy retailer specializing in selling personalized plush toys, announces a partnership with Roblox. The company is launching its own game in the metaverse, inviting users to become business tycoons.
Build-a-Bear, which once successfully gained the attention of consumers worldwide with the concept of selling a partially finished product, now has much bigger plans to involve customers in "finishing" their own products.
Build-A-Bear Tycoon, which is being created in collaboration with Roblox, will allow users to "fully immerse themselves in a world of hearts, hugs, and adventures." The new game will feature opportunities to collect branded bears, build a virtual workshop, and attend "heart" ceremonies. Build-A-Bear and Roblox will also offer their customers to earn digital currency by completing tasks and feeling like a real virtual "bear" tycoon.
Meanwhile, the retailer's Build-A-Bear Entertainment division is making an original animated Christmas movie, "Glisten and the Merry Mission." The picture, starring Billy Ray Cyrus, Freddie Prince Jr., and Chevy Chase, is based on a story about elves written by Build-A-Bear CEO Sharon Price John.