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Build-A-Bear to air TV special

11/23/2009

St. Louis Build-A-Bear Workshop will have its signature animals come to life on television in a one-hour feature movie Tuesday on ABC Family.

“Holly and Hal Moose: An Uplifting Christmas Adventure” will air at 7 p.m. EST and is the latest addition to a variety of new promotions the company is rolling out to stem losses and boost sales.

Build-A-Bear lost $4.8 million in the third quarter ended Oct. 3, compared with a loss of $2 million a year earlier. Revenue in the third quarter totaled $91.7 million, down 15% from $107.2 million a year ago.

“The combination of our merchandise assortment, marketing programs, entertainment appeal and new in-store experiences are expected to deliver continued improvements in our fourth-quarter results,” CEO Maxine Clark said in a statement last month.

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