LA-based A Squared Entertainment has partnered with Build-A-Bear Workshop to manage its external licensing programme.

The companies will look to produce original multimedia entertainment for distribution online, on-air and on other digital devices.

In addition to creating new multimedia products, the two firms will develop a new line of licensed merchandise that will be sold outside Build-A-Bear stores through select retail outlets. These will include DVDs, accessories, apparel, books and other branded merchandise.

"A(2) Entertainment is thrilled to partner with Build-A-Bear Workshop, one of the most respected brands in children's entertainment," said Andy Heyward, CEO of A(2). "There is nothing like Build-A-Bear Workshop. It is a one of a kind company."

Maxine Clark, founder of Build-A-Bear, added: "By partnering with A(2), we are creating a top entertainment brand as we engage guests both in our stores and at home."

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