Build-A-Bear Re-Teams with Smurfs | License Global

Build-A-Bear Re-Teams with Smurfs


Build-A-Bear Workshop has launched a second collaboration with Sony Pictures Entertainment for a collection of Smurfs characters in honor of Columbia Pictures/Sony Pictures Animation’s The Smurfs 2, set to hit theaters in the U.S. July 31.

New characters Vexy and Hackus made their debut at the workshop alongside Smurfette, July 5.  

Each character can be outfitted with a variety of Smurfs-themed gear including Smurfette dress, Smurfette and Vexy pajamas, BFF slippers, a Vexy Skirt outfit, a hoodie and a sound chip featuring the Smurfs theme song “La La Song.”

“In 2011, Build-A-Bear Workshop launched its first ever make-your-own Smurfs line to much success. Our guests love the Smurfs and we are so excited to have Vexy and Hackus joining us at Build-A-Bear Workshop,” says Maxine Clark, founder, Build-A-Bear Workshop. “We are pleased to be working with Sony Pictures to continue sharing these fun characters with our guests just in time for the release of the film.

To celebrate the Smurfs’ arrival, Build-A-Bear Workshop is holding an Instagram contest where guests can win gift cards by sending pictures of themselves with their plush.

“We are thrilled to be continuing our relationship with Build-A-Bear Workshop to bring these characters to life,” says George Leon, executive vice president, worldwide consumer marketing, Sony Pictures. “Fans of the Smurfs will be thrilled to find their favorite characters from the new movie at Build-A-Bear Workshop.”