Build-A-Bear Workshop to Re-Launch Web Store on ATG Commerce OnDemand

Customized stuffed animal retailer to provide a more personal online experience to customers

CAMBRIDGE, Mass.--(BUSINESS WIRE)--ATG (Art Technology Group, Inc., NASDAQ: ARTG), the premier provider of cross-channel commerce solutions, announced today that Build-A-Bear Workshop, Inc., the interactive entertainment retailer of customized stuffed animals, will re-launch its Web site on ATG Commerce OnDemand. The goal of the new site is to work in tandem with the company’s unique, interactive in-store experience, and to attract and engage Guests in its online channel.

“With a broadened web presence, we are providing a relevant online experience that increases Guests’ enjoyment of their furry friends. ATG helps us implement this vision and extend a personalized experience to the Web for all of our Guests.”

Founded in 1997 by entrepreneur Maxine Clark, Build-A-Bear Workshop^® and its franchisees operate 400 stores worldwide. The company offers an extensive selection of merchandise, more than 30 different styles of make your own stuffed animals, and a wide selection of clothing, shoes, and other accessories for the furry friends.

With a broad and loyal customer base and strong merchandising expertise, the management team of Build-A-Bear Workshop was seeking an e-commerce partner that could power a relevant and personalized shopping experience on the company’s retail site, buildabear.com^®.

ATG Commerce OnDemand, a hosted e-commerce solution available via Software-as-a-Service (SaaS) or a license with dedicated hosting and managed services, provides Build-A-Bear Workshop with advanced personalization capabilities to tailor content for a variety of Guests. Business tools designed for use by merchandisers allow the company to make targeted offers to encourage increased order sizes, and make personalized promotions. Build-A-Bear Workshop will have complete real-time control over its online merchandising to adjust marketing tactics in response to customer dynamics.

In addition to ATG Commerce OnDemand, the company will also provide ATG Recommendations, an automated, personalized merchandising service, to make relevant merchandise recommendations to shoppers and strengthen customer loyalty.

“Personalization is what we’re all about. From the moment kids of all ages walk into a Build-A-Bear Workshop store, they are empowered to express their creativity and give their furry friend a unique personality,” said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop. “With a broadened web presence, we are providing a relevant online experience that increases Guests’ enjoyment of their furry friends. ATG helps us implement this vision and extend a personalized experience to the Web for all of our Guests.”

“Given its highly successful and innovative in-store model, Build-A-Bear Workshop is well positioned to benefit from ATG’s powerful merchandising capabilities,” said Nina McIntyre, senior vice president and chief marketing officer of ATG.

ATG partner Razorfish, one of the largest interactive marketing and technology services firm in the world, will support the design and launch of the new site.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. The company currently operates more than 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the U.S., Puerto Rico, Canada, the United Kingdom, Ireland and France, and franchise stores in Europe, Asia, Australia, Africa, the Middle East, and Mexico. Founded in St. Louis in 1997, Build-A-Bear Workshop is the leader in interactive retail. Brands include make-your-own Major League Baseball^® mascot in-stadium locations, and Build-A-Dino^® stores. Build-A-Bear Workshop extends its in-store interactive experience online with its award winning virtual world Web site at buildabearville.com^®. The company was named to the 2009 and 2010 FORTUNE 100 Best Companies to Work For^® lists. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $394.4 million in fiscal 2009. For more information, call 888.560.BEAR (2327) or visit the company's award-winning Web site at buildabear.com^®.

About ATG

ATG (Nasdaq: ARTG) provides the most advanced cross-channel commerce software and services to fuel the growth of the world's top brands. Offering the industry's leading commerce solution, ATG works in partnership with clients to drive sales via a personalized customer experience - unifying and optimizing interactions across the Web, contact center, mobile devices, social media, physical stores, and other key channels. Exclusively focused on online and cross-channel commerce, ATG is uniquely capable of powering the most innovative and successful commerce experiences, with results that outperform industry norms. ATG Commerce is the commerce platform and business user application solution top-rated by industry analysts for powering results-driven, personalized, and innovative e-commerce sites. ATG's platform-neutral optimization solutions for live help, lead performance, and product recommendations can be easily added to any Web site to quickly and measurably grow revenue, boost loyalty, and unlock profits and insight. ATG is headquartered in Cambridge, Massachusetts, with additional locations throughout North America and Europe. For more information, please visit http://www.atg.com.

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