The Game Factory® Signs Licensing Agreement With Build-A-Bear Workshop® Inc.
New York, New York. — (February 12, 2007) — THE GAME FACTORY, an international publisher of video and computer games based on leading international children's characters, today announced the signing of a worldwide publishing agreement with Build-A-Bear Workshop®, a make-your-own stuffed animal retailer, to market their first Nintendo DSTM title that will virtually recreate the Build-A-Bear Workshop experience. Geared to players five and older, the game will launch right in time for Christmas 2007.

The Build-A-Bear Workshop game will give young gamers the chance to virtually personalize a furry friend of their liking, name, brush and care for it and buy virtual clothes and accessories to unlock mini-games. Building off of the success of 300+ Build-A-Bear Workshop stores worldwide, the Game Factory will give gamers a chance to fully interact with their furry friend just like a Guest in the real-world store.

“We’re honored that the Build-A-Bear Workshop team has entrusted us with creating the first Nintendo DSTM game that mimics the hands-on experience of choosing, stuffing, dressing and playing with a teddy bear in a physical store,” said Henrik Mathiasen, president for The Game Factory. “We look forward to translating this interactivity into a multi-layered gaming experience that will engage children’s imaginations.”

"We know that kids around the world continue to be enchanted by the ability to design and make their own stuffed animal," said Maxine Clark, Build-A-Bear Workshop’s founder and chief executive bear. "We are pleased that through our partnership with The Game Factory we’ll be able to expand on our store experience and allow children an entirely new way to personalize and play with their cherished furry friends."

Set in a Build-A-Bear Workshop store, players will choose, stuff, stitch, dress, name and play with their 3D teddy bear. Twenty different themed mini-games can be unlocked as players win virtual money to buy additional accessories and clothes along the way. Developed 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 stuffed animal, 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 the 3D, touch screen and microphone capabilities of the Nintendo DS system. The game will also feature a Wi-fi multiplayer game mode.

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About THE GAME FACTORY
The Game Factory, trading as The American Game Factory, Inc in North America, is an international publisher of video and computer games 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. Founded in St. Louis in 1997, the company currently operates more than 260 stores in the United States, Canada, the United Kingdom and Ireland. The addition of franchise stores in Europe, Asia and Australia make Build-A-Bear Workshop the leader in interactive retail. In November 2004, the company expanded the make-your-own concept from stuffed animals to dolls with the opening of its first friends 2B made(R) stores, where Guests can make their own doll friends. In April 2006, Build-A-Bear Workshop acquired The Bear Factory Limited and Amsbra, Ltd. adding company-owned stores in the United Kingdom and Ireland. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $362 million in fiscal 2005. For more information, call 888.560.BEAR (2327) or visit the company's award-winning Web sites at www.buildabear.com and www.friends2bmade.com.
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