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CHICAGO Build-a-Bear Workshop aims for an older, tween target, playing up the ideas of fashion and imagination in a new campaign from agency Barkley.
The TV and online effort showcases the stores as forums for youthful self expression. Two TV spots, which broke this month, depict girls walking with their mothers in a zoo and on a street. As the girls see various animals—monkeys, lions, dogs, cats—they imagine different outfits on the creatures.
“[Tweens] are really into fashion,” said Brian Brooker, chief creative officer of the Kansas City, Mo.,
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