Nov. 2, 2009 (Business Wire) -- In a surprise move that is leaving the retail world breathless and parents and kids jumping for joy, Santa announced he is merging his operations with Build-A-Bear Workshop^®. On Sunday, Nov.1, Santa and his helpBEARS magically transformed Build-A-Bear Workshop stores across the world into Santa’s Workshop just for the holidays. From Los Angeles to New York, Montreal to Miami, new Santa’s Workshop signs now cover the popular retailer’s brand name marquee for the entire holiday season.

The new holiday look heralds a fun, new and interactive experience for Guests, who will be able to mingle with magical elves and become honorary elves themselves while making personalized gifts for friends and family. It also signals the beginning of the season of giving and giving back. With the help of its Guests, Build-A-Bear Workshop will donate 100,000 stuffed animals and toys to Toys for Tots through a two-month campaign:

• On Saturday and Sunday, Nov. 7 and 8, stores in the United States will serve as Toys for Tots donation drop-off locations. Guests are encouraged to bring in a new, unwrapped toy or make a furry friend to donate to a child in need this holiday season.
• On Saturday, Nov. 21, Build-A-Bear Workshop will host screening parties of its original holiday classic, Holly and Hal Moose™: An Uplifting Christmas Adventure. The film will premiere Tuesday, Nov. 24, at 7 p.m. EST/6 p.m. CDT on ABC Family, marking the first time in the retailer’s 12-year history that its plush animals are brought to life on television. Guests will get to see the movie for free in a private screening when they donate a new, unwrapped gift to Toys for Tots.
• Dec. 2-6, a virtual giving quest will be featured at buildabearville.com^®. Each time a Build-A-Bearville^® citizen finishes the online quest, Build-A-Bear Workshop will donate a “real world” toy to Toys for Tots.

“We are pleased and proud that Santa chose Build-A-Bear Workshop to help him bring even more joy to the holiday season,” said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop.

Transforming Build-A-Bear Workshop for the Holidays

When asked how the deal went down, Clark demurred, saying it would be naughty and not so nice to reveal Santa’s secrets. But sources at the North Pole provided this account:

As everyone knows, Santa not only delivers gifts; he solicits suggestions. Increasingly, Santa’s elves were reporting a groundswell through letters to Santa and social networking sites indicating that kids want gifts that are only available at Build-A-Bear Workshop. Santa pondered the situation and sent a team of elves to visit a Build-A-Bear Workshop store.