Retailer Build-A-Bear is attempting to fluff up its mobile focus by leveraging its relationship with adoptable pets database Petfinder to roll out a mobile application that offers children realistic pet play experiences while providing lessons about pet ownership and responsibility.

Build-A-Bear, which enables consumers to make a stuffed animal from scratch, is launching the mobile app in conjunction with its newest line of products, called Promise Pets, comprised of realistic pet plush toys. The brand believes its relationship with Petfinder supports its commitment to supporting animals in pet adoption programs, and its desire to teach its young target demographic about the importance of animal welfare.

?Mobile is extremely important to Build-A-Bear,? said Gina Collins, chief marketing officer at Build-A-Bear, St. Louis, MO. ?With today?s millennial mom always on the go and Generation Z?s reliance on digital devices, we need to be accessible, whether it?s through our mobile-optimized Web site, Bearville! Alive video content on YouTube, or through our mobile apps.

?We?re leveraging mobile every step of the way to help us provide a consistent and fun Build-A-Bear experience in and out of our retail stores.?

Relevant branded app
Build-A-Bear?s Promise Pets app aims to teach its core target audience of children about the responsibilities of pet ownership by starting users off as ?Pet Care Rookies,? where they will ascend through five certification levels until they earn ?Pet Care Pro? status.

Customers will be able to play engaging mobile games to collect Paw Points and certificates, and offer their pet as much love, affection and care as possible.

As each animal has varying feeding needs, users must learn to keep it on a schedule, exercise portion control, offer plenty of water and reward them with treats and snacks when appropriate.

Children will also learn how to potty train pets with routine activities and practice, and learn the importance of taking pets to the veterinarian for regular checkups, so that owners can help vets keep record of their animals? health and behavior. This will also prompt them to check for signs of illness.

Users can also do daily activities with their pets, including playing with toys to test curiosity levels and going for walks, both of which are important in maintaining animals? physical and mental health.

Lastly, the app will stress the importance of grooming and hygiene, which typically involves regular bathing of pets, brushing and checking for fleas.

Users can select from a myriad of virtual pets to care for in the virtual app, which is available for download for iOS and Android platforms. Current animal options include a Persian cat, Golden Retriever, Beagle and Yorkie.

Children will likely enjoy their smartphone?s ability to turn into a thermometer, grooming brush and scale with the app?s interactive tools.

?Part of our strategy and activation over the last year has been to extend these unique experiences with ?play outside of the plush? for continuous bonding moments with a consumer?s own furry friend,? Ms. Collins said. ?We are developing apps that appeal to natural play pattern for kids today and reinforce the feeling of childhood wonder they find in store.

?The Promise Pets app will continue to build on that success, allowing each pet in our Promise Pets line to come to life and experience being nurtured and groomed, exercised and fed,? she said. ?While it?s designed to educate children on the skills and capabilities needed for responsible pet ownership, it also has broad appeal to the universal animal lover that crosses all of our demographics, including the 20 percent of our business that is 14 years of age and older.?

Petfinder partnership
Build-A-Bear?s partnership with Petfinder, the largest national database for adoptable pets in the United States, is a prime cross-marketing opportunity for both companies.

Through May 31, U.S. consumers may donate $1 or more to the Build-A-Bear Workshop Foundation via online or in-store checkout to support local outreach programs designed to teach children about pet ownership. The Petfinder Foundation will be sponsoring the national grant program.

This is a smart move for the entertainment retail brand, as children interested in owning a pet in the future may be swayed to visit their local animal shelter for adoption options.

Build-A-Bear has consistently demonstrated a commitment to community outreach programs to improve lives of animals, family and children, and has previously teamed up with organizations such as Make-A-Wish, Toys for Tots Foundation and DonorsChoose.org.

?Since our company was founded, we?ve focused on community outreach efforts that work to improve the lives of children, families and animals,? Ms. Collins said. ?In fact, our headquarters in St. Louis is pet-friendly, and at any given time, you?ll see dogs roaming the hallways, so we have a genuine passion for all animals.  

?When we decided to embark on the Promise Pets line, we felt like there was a natural extension to find a partner who was invested in helping pets,? she said. ?For us, the goal with the Promise Pets launch is to teach children about responsible pet ownership, and Petfinder.com and the Petfinder Foundation have the same goals ? to help educate families, especially children, about how they can help find homes for amazing dogs and cats who are in currently in shelters and rescues.?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York