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ABC Family brings Build-A-Bear Workshop to the small screen

As the holiday season approaches, ABC Family and retailer Build-A-Bear Workshop have teamed up on an animated TV special.
October 16, 2009

As the holiday season approaches, ABC Family and retailer Build-A-Bear Workshop have teamed up on an animated TV special.

The one-hour feature movie Holly and Hal Moose: Our Uplifting Christmas Adventure is the first time BABW’s characters will hit the small screen, and it’ll premiere on ABC Family on November 24 at 7 p.m. ET/PT, with an encore presentation on November 28 at 10 a.m. ET/PT. It’s based on a on a book and series of webisodes that introduced the two characters last year.

Meanwhile, families can make and dress their own Holly and Hal stuffed animals with outfits and accessories from the movie at the retail shops. BABW is also introducing Lil’ Hal, a rogue robot in Santa’s Workshop, and the merch will be available at the brick-and-mortar shops as well as online at buildabear.com, with the movie DVD will rolling out November 25.

Promotional activity will include ABC Family and BABW hosting preview parties at several mall locations, offering guests the opportunity to view the movie early. Families attending the parties will be asked to either purchase and make a plush at the retailer or bring a new, unwrapped gift to donate to Toys for Tots.

There’ll also be movie promos in www.buildabearville.com, including interviews with Holly and Hal Moose on The Chloe Show, the virtual world’s celebrity interview show, new webisodes and virtual giveaways. Other online efforts include outreach via Facebook and Twitter, a blog written by Holly (http://www.buildabear.com/HappyHollyBlog/blog/), a Holly and Hal microsite, a Google ad campaign and a video offering on Hulu.com.

In-store and mall communications will include distribution of paper antlers with coupons (while supplies last) and a holiday mailer to guests, a music video playing out the movie’s message, and a mini Holly and Hal giveaway offer on Black Friday.

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