85% Build-A-Bear Competitor 1 Competitor 2 Competitor 3 Competitor 4 82% 81% 78% 76% 13% 0–2 23% 3–5 26% 6–8 17% 9–12 21% Teen + 32% Boys 68% Girls 26% Q1 Q2 Q3 Q4 21% 23% 30% LOYAL BRAND ADVOCATES BROAD DEMOGRAPHIC APPEAL LOYAL BRAND ADVOCATES BROAD DEMOGRAPHIC APPEAL BALANCED SEASONAL SALES Source: Burke, Inc. 2013 Our sales are balanced throughout the year. 2011–2013 Average Because emotional brands like Build-A-Bear  connect with consumers beyond utility,  many of our top tier Guests are also our  strongest brand advocates. Our elevated and  integrated marketing programs empower  consumers to engage and promote our  brand on social media sites such as Twitter,  Pinterest, YouTube and Red Stamp.  Indicative of the strength of our brand and  its potential is its broad demographic appeal  in terms of age, gender and family focus.  Over 20% of stuffed animals are made by  someone over 14 years old, in part reflecting  the gift-giving segment of our business  model. Guests are likely to visit our stores in conjunction with milestone moments and rites of passage in their lives including  birthdays, the first day of school or  graduation, as well as key holidays including  Valentine's Day, Easter and Christmas. That results in a business that is relatively  balanced on a quarterly basis and gives us  multiple platforms to develop to drive  incremental future visits. In addition, we had over 25 million unique  visitors to buildabear.com in 2013 and have  over 2.5 million Facebook fans giving us  platforms to further engage a broader base  as we evolve our brand building programs. experience. The result is a one-of-a-kind  furry friend that kids feel is “more special”  than stuffed animals from any other place.  Build-A-Bear is strongly positioned against  our competition on key factors including  likelihood to repurchase, likelihood to  recommend, overall satisfaction and as a preferred company. We have over 4.4 million active members in our retail  loyalty program including our top tier  “VIBs” (Very Important Bears) who over-index on visit frequency and spend.  2013 ANNUAL REPORT 4 BUILD-A-BEAR WORKSHOP, INC.  Consolidated Net Retail Sales by Quarter Distribution by Age and Gender Brand Loyalty Index 47 %  OF SA L ES  occur during the 1st half of the year. OVER 20 % of furry friends are registered to someone age 14 or older.  #1 Build-A-Bear has the highest Brand Loyalty Index among key competitors.