Build-A-Bear has teamed up with Uber Direct to roll out same-day delivery from across 33 stores in the UK.

The move, which allows shoppers to select a scheduled delivery slot for their teddy bear or plush toy within participating areas, follows a similar partnership in the US.

Uber Direct is the tech giant's white-label delivery service which allows retailers to offer on-demand delivery from within their own website or app.

The same-day service will carried out by Uber's courier network, the same used by Uber Eats.

Build-A-Bear customers will also be able to track their courier’s progress in real time.

“We’re all about adding a little more heart to life for families and their loved ones - but we know that not everyone can visit a store, especially during the festive frenzy," said Colleen Draper, retail and operations director Europe at Build-A-Bear Workshop. "By partnering with Uber Direct, we’re making it easier for rushed shoppers to get their hands on meaningful gifts when they are needed most.

"This reflects our focus on accessibility, emotional connection and meeting guests’ needs wherever they are”.

Established in 1997, Build-A-Bear lets consumers create their own stuffed animals by participating in the stuffing, dressing, accessorising, and naming of teddy bears and other plush toys.

The business currently has over 600 company-owned, partner-operated, and franchise experience locations around the world.

Speaking about the partnership, Caroline Varga, regional manager, Uber Direct EMEA, said: "This new same-day delivery option will help the brand to stand out by reaching new shoppers and strengthening bonds with long time customers."

Last month, Asda signed a new multi-year agreement with Uber Direct to increase the number of locations offering grocery delivery in as little has one hour.

The partnership expansion will boost the availability of Asda’s Express Delivery service, which is powered by Uber Direct’s courier network.

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