Build-A-Bear Workshop Becomes First Brand Partner to Open a Store Experience Inside Hard Rock Cafe Piccadilly Circus in London

Marking the first retail partnership of its kind for Hard Rock Cafe, the new location combines two globally recognized brands known for creating memorable experiences for guests around the world. This partnership will introduce visitors to Build-A-Bear's signature Make-Your-Own furry friend experience, where guests can build their own furry friends to dine with at Hard Rock Cafe.

"This collaboration represents the coming together of two brands built on creating unforgettable memories," says Chris Hurt, Chief Executive Officer of Build-A-Bear Workshop. "By combining Build-A-Bear's interactive experience with the energy and global appeal of Hard Rock Cafe, we're creating a one-of-a-kind destination in the heart of London that will inspire connection, self-expression and fun for guests of all ages."

"Piccadilly Circus welcomes millions of visitors from around the world each year, making it the perfect setting for this exciting collaboration," said Eric Martino, President of Hard Rock Cafe & Retail. "By bringing Build-A-Bear's beloved interactive experience into our Cafe, we're creating another memorable reason for families, travelers, and fans to visit, explore, and make lasting memories together."

To commemorate the exciting partnership between Build-A-Bear and Hard Rock Cafe London, guests can dress their bears in miniature versions of Hard Rock's most iconic apparel. The collection features authentic replicas of the legendary Hard Rock Cafe London Classic Tee and Hoodie, inspired by the brand's top-selling and globally recognized merchandise.

Adding to the collectability of the collaboration, guests can also purchase a special commemorative pin set created exclusively for the partnership. The collectible includes a traditional collector pin alongside a uniquely designed bear-sized companion pin, allowing both bear owners and collectors to celebrate this memorable collaboration together.

The partnership reflects Build-A-Bear's continued growth through destination retail experiences and strategic collaborations that expand the brand's reach while delivering unique ways for guests to engage with the company. The exclusive collection brings together two beloved brands through iconic fashion, collectible keepsakes, and a shared spirit of self-expression and individuality.

The new experience is expected to appeal to a wide range of guests, from local families and international travelers to music enthusiasts, collectors, and longtime Build-A-Bear fans. The location may also feature exclusive offerings and partnership opportunities developed specifically for the London destination.

The location's hours of operation are Mon-Fri 9 a.m. - 10 p.m., Sat 9 a.m. - 11 p.m., Sun 9 a.m. - 10 p.m.