Build-A-Bear Workshop Inc. enables customers to develop their own virtual worlds on a popular immersive gaming platform.

The specialty retailer is working with content creators Gamefam to launch a metaverse experience called “Build-A-Bear Tycoon” within Roblox’s virtual gaming environment.

Build-A-Bear Tycoon isn’t the first step into gaming and virtual gaming for the Build-A-Bear brand, as the company previously offered an interactive game called “Bearville” (which closed in 2015), but it marks the the retailer’s initial entry into the metaverse and Roblox.

Starting Wednesday, December 14, customers will be able to join Build-A-Bear Tycoon in Roblox on Android, iOS, Mac, Windows PC, and Xbox One devices. In Build-A-Bear Tycoon, users can select, fill, and personalize…