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