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.