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First Build-A-Bear Workshop(R) Game For The Wii(TM) System Scheduled For Global Release In October 2008

FOR IMMEDIATE RELEASE

LONDON– April 24th, 2008– The Game Factory, an international publisher of family-friendly and casual videogames, is extending its worldwide licensing agreement with Build-A-Bear Workshop®, the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. The Game Factory will be publishing the first Build-A-Bear Workshop video game for Wii™, entitled Build-A-Bear Workshop® A Friend Fur All Seasons, which will be available in the fourth quarter 2008.

The Build-A-Bear Workshop brand entertains millions of children and families throughout the world. Since 1997, over 60 million furry friends have been made at more than 370 stores worldwide. With the launch of the Build-A-Bear Workshop Game for the Nintendo DS™ system in November 2007, the game has sold more than 180,000 units.

“We’re thrilled to extend our licensing agreement with Build-A-Bear Workshop to create a Wii™ game that the whole family can enjoy,” said Henrik Mathiasen, president of The Game Factory.“In 2007, we introduced a way for parents to share with their children the interactive Build-A-Bear Workshop experience using the Nintendo DS system. We look forward to the release of the new Build-A-Bear Workshop Wii game this holiday season, to extend the family play experience.”

" The Game Factory has done a great job translating the core values of our brand into the Wii game format, creating another way for our Guests and their families to experience the furry fun of Build-A-Bear Workshop,” said Maxine Clark, Build-A-Bear Workshop founder and chief executive bear.“After the success of our Nintendo DS game, we are beary excited to once again partner with The Game Factory and bring our interactive fun to the Wii system.”

About the Game

Build-A-Bear Workshop® A Friend Fur All Seasons for Nintendo Wii™ is the ultimate family-friendly game. Like a party game, up to four players can participate by personalizing their own furry friend, playing the mini games for medals, experiencing adventure mode, and using the medals to‘purchase’ more outfits and accessories. Players can use the revolutionary Wii™ remote to hop their way through a sack race using the motion control function, and use the pointer function to throw flying discs or jump on a trampoline using the Wii Remote buttons. In the end, all players attend the party hosted by Bearemy® and Pawlette Coufur®, huggable Build-A-Bear Workshop mascots.

Created by game developer Neko Entertainment, the characters and levels in the Build-A-Bear Workshop game will be rendered in 3D and a player's choice of a furry friend, outfits and accessories will trigger a variety of animations and behaviors. Neko will also incorporate full interaction between the player and his/her furry friend to unlock mini-games that will take full advantage of Wii™ system.

About THE GAME FACTORY

The Game Factory ltd, is an international publisher of family-friendly and casual video and computer games, many based on leading international children’s characters. It is a subsidiary of the K.E. Mathiasen Group A/S, the largest Nordic company within children's licenses and spanning many different product categories such as: Apparel, toys, candy, home furnishing and games. For more corporate and product information, please visit www.gamefactorygames.com.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. The company currently operates more than 370 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom, Ireland and France, and franchise stores in Europe, Asia, Australia and Africa. Founded in St. Louis in 1997, Build-A-Bear Workshop is the leader in interactive retail. Brands include make-your-own Major League Baseball® mascot in-stadium locations, Build-A-Dino® stores and friends 2B made® doll locations. In December 2007, Build-A-Bear Workshop extended its in-store interactive experience online with the launch of its virtual world at www.buildabearville.com. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $474 million in fiscal 2007. For more information, call 888.560.BEAR (2327) or visit the company’s award-winning Web sites at www.buildabear.com, www.buildabearville.com and www.friends2Bmade.com.

NINTENDO DS, Wii AND THE Wii LOGO ARE TRADEMARKS OF NINTENDO.

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