Build-A-Bear Workshop: Friendship Valley

FOR IMMEDIATE RELEASE

Minneapolis, MN – March 12, 2010 – Activision Publishing (Nasdaq: ATVI), in association with Build-A-Bear Workshop®, Inc., today announced Build-A-Bear Workshop: Friendship Valley for Wii™ and Build-A-Bear Workshop: Welcome to Hugsville for Nintendo DS™. Both titles will be available in North America on March 23, 2010.

In Build-A-Bear Workshop: Friendship Valley for Wii™, players can help make the town an even more “pawsome” place! Players choose from 13 characters as their new special friend and decorate their Cub Condo™. Players can participate in a variety of mini games to win medals and meet new friends.

Build-A-Bear Workshop: Welcome to Hugsville for Nintendo DS allows players to create a new friend, just like in the stores. Build-A-Bear Workshop mascots Bearemy and Pawlette Coufur® guide players through eight different mini games, some of which allow players to construct their own Cub Condo or build their own vehicle.

“Visiting a real life Build-A-Bear Workshop store is great fun for any family,” said David Oxford at Activision Publishing. “We want to bring this world to life on Wii™ and Nintendo DS™, building on the elements that made the brand so popular.”

“We are pleased to be working with Activision to introduce these exciting games for Build-A-Bear Workshop and Nintendo fans,” said Maxine Clark, founder and chief executive bear of Build-A-Bear Workshop. “Build-A-Bear Workshop: Welcome to Hugsville and Build-A-Bear Workshop: Friendship Valley encourage friendship and creativity while allowing families to share in the Build-A-Bear Workshop experience from home.”

Both games have been rated “E” (Everyone) by the ESRB. For more information visit www.activision.com.

About Build-A-Bear Workshop, Inc.

Build-A-Bear Workshop, Inc. is the leading and only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience. Founded in 1997, the company and its franchisees currently operate more than 400 Build-A-Bear Workshop stores worldwide, including company-owned stores in the United States, Puerto Rico, Canada, the United Kingdom, Ireland and France, and franchise stores in Europe, Asia, Australia, Africa, and the Middle East. In 2007, the interactive experience was enhanced - all the way to CyBEAR ^TM space - with the launch of buildabearville.com ®, the company's virtual world stuffed with fun. The company was named to the 2010 and 2009 FORTUNE 100 Best Companies to Work For® list. Build-A-Bear Workshop (NYSE: BBW) posted total revenue of $388.6 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 Activision Publishing, Inc.

Headquartered in Santa Monica, California, Activision Publishing, Inc. is a leading worldwide developer, publisher and distributor of interactive entertainment and leisure products.

Activision Publishing maintains operations in the U.S., Canada, the United Kingdom, France, Germany, Ireland, Italy, Sweden, Spain, Norway, Denmark, the Netherlands, Australia, Russia, Japan, South Korea, China and the region of Taiwan. More information about Activision and its products can be found on the company’s website, www.activision.com.

Cautionary Note Regarding Forward-looking Statements: Information in this press release that involves Activision Publishing’s expectations, plans, intentions or strategies regarding the future are forward-looking statements that are not facts and involve a number of risks and uncertainties. Activision Publishing generally uses words such as “outlook,” “will,” “could,” “would,” “might,” “remains,” “to be,” “plans,” “believes,” “may,” “expects,” “intends,” “anticipates,” “estimate,” future,” “plan,” “positioned,” “potential,” “project,” “remain,” “scheduled,” “set to,” “subject to,” “upcoming” and similar expressions to identify forward-looking statements. Factors that could cause Activision Publishing’s actual future results to differ materially from those expressed in the forward-looking statements set forth in this release include, but are not limited to, sales levels of Activision Publishing’s titles, shifts in consumer spending trends, the impact of the current macroeconomic environment, the seasonal and cyclical nature of the interactive game market, Activision Publishing’s ability to predict consumer preferences among competing hardware platforms, declines in software pricing, product returns and price protection, product delays, retail acceptance of Activision Publishing’s products, adoption rate and availability of new hardware (including peripherals) and related software, industry competition, rapid changes in technology, industry standards and consumer preferences, protection of proprietary rights, litigation against Activision Publishing, maintenance of relationships with key personnel, customers, licensees, licensors, vendors and third-party developers, counterparty risks relating to customers, licensees, licensors and manufacturers, domestic and international economic, financial and political conditions and policies, foreign exchange rates and tax rates, integration of recent acquisitions and the identification of suitable future acquisition opportunities, and the other factors identified in the risk factors section of Activision Blizzard’s most recent annual report on Form 10-K and any subsequent quarterly reports on Form 10-Q. The forward-looking statements in this release are based upon information available to Activision Publishing and Activision Blizzard as of the date of this release, and neither Activision Publishing nor Activision Blizzard assumes any obligation to update any such forward-looking statements. Forward-looking statements believed to be true when made may ultimately prove to be incorrect. These statements are not guarantees of the future performance of Activision Publishing or Activision Blizzard and are subject to risks, uncertainties and other factors, some of which are beyond its control and may cause actual results to differ materially from current expectations.

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©2009 Activision Publishing, Inc. Activision is a registered trademark of Activision Publishing, Inc. Wii and Nintendo DS are trademarks of Nintendo. © 2006 Nintendo. All other trademarks and trade names are the properties of their respective owners. All other trademarks and trade names are the properties of their respective owners. All rights reserved.

Contact:

Amanda Young Jill Saunders

Sandbox Strategies Build-A-Bear Workshop

(212) 213-2451 (314) 423-8000 x5293

Amanda@sandboxstrat.com jills@buildabear.com