Here's an overview and review of Build-A-Bearville, from Build-A-Bear Workshop, an online world attached to the Build-A-Bear brand. Still in public beta, the online world allows users to play games and chat using avatars, and also allow users who purchase physical Build-A-Bear toys to bring their stuffed animals to "life" in the online world using special codes that come with the toys.

Name: Build-A-Bearville

Company: Build-A-Bear Workshop

Established: October 2007

How it Works: Build-A-Bearville is experienced on the web through a combination of html and Flash. It requires no installation, other than of the technology (if you don't have it installed already.) Navigation and gameplay are accomplished via mouse and keyboard input.

Overview: Build-A-Bearville offers a customizable avatar, home and spaces for players to interact with each other. Only players who designate each others as friends can chat freely, with all other discussion keyword based "safe chat". Players can play games and embark on quests to earn "Bear Bills" which can be used to purchase clothes and furniture in in-world stores.

Payment Method: Build-A-Bearville is free to play, and earns revenue through its position as an extention of the Build-A-Bear brand. Players who purchase physical Build-A-Bear toys receive exclusive adventures and items as a result.

Key Features:
- Browser MMO featuring the Build-A-Bear brand
- Customizable avatar and home, with clothes and items to buy
- Safe chat with unknown users
- World is extended for users who purchase physical Build-A-Bear toys

Build-A-Bearville: In-Depth Tour

So! Build-A-Bearville, then. I was a little unsure what kind of experience I was (personally) going to get out of the online world as I am neither a particular fan of the brand nor part of its average demographic (which, by the looks of things, is children and the same kind of middle-aged women who used to collect Beanie Babies -- who, it appears, also have their own virtual world of sorts.)

One of the first things I noticed with Build-A-Bearville is that the experience is more 'complete' if you have a recently purchased Build-A-Bear. As I've said in previous atlas entries I receive no stipend to purchase these kinds of extras, and though I spent a brief moment browsing the physical toys at the online store (I thought Tropical Hello Kitty was very cute! It's sweet that she tans) I decided to forge ahead and experience what is on offer for players who haven't picked up a "furry friend".

As a world that's orientated completely toward children, there are several devices in place to help avoid wrong doing, starting with name selection (you choose your name from a pre-approved list: I stumped for Cornelius Bearcub, in tribute to Achewood's Mr. Bear) and you can then select your character's look. Something very surprising that's instantly obvious -- the game makes no distinction between girls and boys when you purchase or select clothing. So, you can dress your boy up in dresses if you like. Unusual! But fair, I guess!

After starting in Town Square you can go on a tour of the world with "Bearemy" Build-A-Bear's (quite dull) mascot where he'll introduce you to the majority of the world's aspects. It's here you'll experience the first of many (so many) bear related puns -- most of which are "bearly" acceptable. "Beary" as a replacement for "very"?

I started in the world with 1000 Bear Bills, so I thought it was of utmost (or perhaps "bearmost") important to pick up some new clothes. Well, I decided that after finding that by not having purchased a bear, the "Cub Condo" part of the world (i.e. the home that characters own) was unavailable to me. So I headed off to the "furbulous" (groan) fashion district and spent 400 bear bills on a track jacket. After wandering about and socializing with the players for a bit -- the requirement that all players start at "safe chat" meant I was only able to talk using keywords, but like any system since Phantasy Star Online, it's perfectly acceptable, if slow -- I decided to play some games, many of which are easily accessible through the user interface.

There are a very wide selection of games, including, perhaps unusually, several which are multiplayer (which use a simplistic sort of lobby) such as Bear-to-Bear Baseball. There are many of the usual suspects (flash developers will never get tired of hangman, apparently) but there are some cute fudges to make games non-violent -- the usual mouse-based Operation Wolf type game is replaced by one where you click hopping bears to receive hugs! There are also some nice "message" based games about clearning your room and recycling.

Playing games gains Bear Bills (and a decent amount, too -- I almost paid off my new track jacket in a short period of time) and also gains the player points for a rudimentary level like system of statistics including "fashion" and "community." Players can also go on quests in the world (such as walks to find discarded recyclable items) too.

Build-A-Bearville has entered a crowded genre -- MMOs attached to physical toys – but is it one that stands out from the pack?

Build-A-Bearville: Conclusion

Or rather, my thoughts specifically. On one hand, it's a bit rich to claim to make any definitive conclusions about the world as I don't own a Build-A-Bear with which to unlock a significant portion of the content, but considering that I spend a short few weeks in each world as it is I have to say I don't claim to offer a definitive conclusion ever!

Sure, it might seem like my time in Build-A-Bearville might have been crippled by my lack of a "furry friend" but what is interesting about the world is that it really isn't that big a problem. There's a lot, or at least enough, content in the world to keep even users without a bear interested.

The world is very clearly aimed at children, that's for sure, and importantly, it seems to do it well. The world is attractive, almost "Disney-esque" with strong animation and a general consistency. Games are quick to find and fun to play, with rewards offered enough to make playing them seem worthwhile.

Plus for parents the world is quite safe -- not restricted enough to be too difficult for kids to socialize in, but enough to allay any fears -- and in the end the only worry you might have is the effect of allowing your kids to socialize in a world based around a brand (and increase the chance they'll want more and more Build-A-Bear stuff).

It would be hard for me to say that I have any problems, either technically or through design, with Build-A-Bearville. The world is perhaps a little small and the interface is a little idiosyncratic, but I appreciated the ability to play games against other users, the environmental or otherwise positive themes of many sections of the MMO, and the decent range of ways to modify my avatar.

I'm not going to say this is a perfect world for kids -- my inbuilt distrust of toy brands makes that unlikely -- but it is a very solid entry into the toy tie-in genre, that played in moderation and with a level of parental supervision (even interaction!) would be an enjoyable world for pre-teens who already appreciate the Build-A-Bear Workshop, and is therefore an interesting example of the format for anyone who plans to take such a project on.

Useful Links:
Official Parent's Info
Official FAQ
Build-A-Bear Workshop