We don’t get to report on stuffed-animal announcements very often in Music Ally’s bulletin, but today we bring you news that retailer Build-A-Bear Workshop is launching its own record label.
Build-A-Bear Records is the result of a partnership with Warner Music Group’s Arts Music division and its Warner Chappell publishing arm.
The plan is to launch original tracks, albums and playlists, including signing artists. Build-A-Bear says that this shouldn’t be a surprising step for the company. “Music and our popular music videos have enhanced the story-telling and consumer engagement with key properties including Honey Girls, reinforcing the value that song can bring to our portfolio,” said president and CEO Sharon Price John. Indeed, the most popular video on Build-A-Bear’s YouTube channel is the music video for ‘The Heartbeat Song’, starring the company’s Honey Girls characters, with 3.5m views since its launch in October 2015.
Today’s news also follows the launch in October 2018 of Build-A-Bear Radio, a streaming-radio station for children, and the company’s partnership with artist Jason Mraz.