A Squared Entertainment (A2) is partnering with Build-A-Bear Workshop to produce original multimedia entertainment for distribution online, on-air, and on other digital devices. The companies will also develop a new line of licensed merchandise––including DVDs, accessories, apparel, books, and additional branded merchandise––that will be sold outside Build-A-Bear stores in select retail outlets. A2 will manage the entertainment and external licensing program for Build-A-Bear Workshop.