Build-A-Bear WorkshopHoney Girls

DETAILS

  • Seeking to engage their audience in new ways and innovate within the industry, Build-A-Bear Workshop created a new intellectual property product line called, “The Honey Girls.”
  • The Honey Girls are a pop music group with original songs that were created by DMI's award-winning producer/composer and agency.
  • Four original songs were written to launch this product line, with additional cover songs. 

RESULTS

  • The Honey Girls songs were accompanied by four music videos, which have reached a combined total of 2.5 million views to date.
  • The Honey Girls songs are the theme song for various games and apps.
  • The videos evolved into joining "Bearville Alive," an online animated series featuring Build-A-Bear on-going sing-alongs
  • The Honey Girls toy line and song chips have become the top generated revenue item in US Build-A-Bear Workshops
  • DMI integrated the new song into Build-A-Bear’s in-store music, which is also programmed by DMI
  • As the AOR of Build-A-Bear Workshop, DMI also creates the original music composition and production for all US & UK commercials.

SERVICES

  • Firehouse Recording Studios
  • Music Strategy
  • Original Composition
  • Content Production