US: Build-a-Bear rolls out Smurfs 2 lines

Build-A-Bear Workshop is once again teaming up with Sony Pictures to support the imminent arrival of The Smurfs 2.

The newest characters from the film – Vexy and Hackus – have joined Smurfette in US Build-A-Bear stores and online.

To celebrate the arrival of the new line in-store, the retailer has been running an #ilovemysmurf Instagram competition, with winners receiving a $50 Bear Buck$ gift card.

"In 2011, Build-A-Bear Workshop launched its first ever make-your-own Smurfs line to much success," said Maxine Clark, founder of the retailer. "We are pleased to be working with Sony Pictures to continue sharing these fun characters with our guests just in time for the release of the film."

George Leon, EVP, worldwide consumer marketing for Sony Pictures, added: "We are thrilled to be continuing our relationship with Build-A-Bear Workshop to bring these characters to life. Fans of the Smurfs will be thrilled to find their favourite characters from the new movie at Build-A-Bear Workshop."

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