Kids Speak Up for Build-A-Bear

CHICAGO Barkley Evergreen & Partners lets kids relate their experiences about Build-A-Bear Workshop in a new television campaign for the store.

In two spots that broke earlier this month and will air during the holiday season, children tell how they went to the stores and picked out the pieces for their bears. The spots were shot using hidden cameras in the stores, and then the independent Kansas City, Mo., agency called back some of the kids for subsequent interviews.

In one spot, precocious twin girls interrupt each other as they talk about the animals they made. “I got a pink poodle,” says one. “I washed him myself. I brushed him myself. I dressed him myself.” The tale is intercut with shots of the twins making their animals. The spot concludes with the girls declaring, “It’s our favorite place.”

Build-A-Bear, based in St. Louis, operates more than 200 stores in the United States and Canada. Children make their own stuffed toys at the stores, choosing everything from the type of animal to the clothes it wears.

Spending on the current holiday effort was not disclosed. The company spent just over $10 million on advertising last year, according to Nielsen Monitor-Plus.