Build-A-Bear eyes sweeter sales with Honey Girls

A new character line with first-of-its-kind multimedia elements is now available on Build-A-Bear Workshop’s web site and in its 400 stores.

Honey Girls is the name given to three new plush characters who comprise a musical trio that could have Build-A-Bear singing a new sales tune. According to the company, the characters come to life through a story of friendship discovered in songs and music videos available on an exclusive, interactive app. The free Honey Girls Studio app enables users to create their own music videos and photos using exclusive Honey Girls songs and images. Through the app, customers can use a smartphone, tablet or other mobile device to engage with the characters and follow them through their journey as a band. Users can access biographies, music videos, a music-video maker, and a selfie activity, as well as memory games and the ability to unlock special features.

The story line behind the Honey Girls is that the characters attend school together where they formed their band. There is fearless and bold lead singer Teegan; guitarist Risa, who is all about music and creativity; and drummer Viv, who is a great friend and talented inventor. Each has her own signature song and strengths that help the friends “be brighter together,” according to the company. Original Honey Girls songs are also available for download on Amazon and iTunes.

“Our Honey Girls story empowers girls to embrace each other’s skills and talents to be ‘brighter together,’” said Gina Collins, chief marketing officer, Build-A-Bear Workshop. “At Build-A-Bear, we want to inspire a sense of confidence and self-expression in our guests, who we believe will be drawn to this unique product line.”

The company also wants to increase transaction size which it may be able to do with Teegan, Risa and Viv whose prices start at $28 and increase from there depending on the level of personalization possible with optional outfits and accessories.