Build-A-Bear Workshop, Inc. is an American retailer headquartered in St. Louis, Missouri, that sells teddy bears, stuffed animals, and licensed character merchandise. Customers create and customize stuffed animals through an interactive process that allows them to select sounds, scents, clothing, and accessories for their chosen plush toy.[5] Build-A-Bear Workshop is the largest chain to operate using this retail concept.

The company's slogan was "Where Best Friends Are Made" from 1997 to 2013. In 2013, it adopted the slogan "The Most Fun You'll Ever Make", which remained in use until a brand refresh in 2024 introduced "The Stuff You Love".[6]

In March 2026, Chris Hurt was named chief executive officer following the announced retirement of Sharon Price John.[7]

History

A Modern Style Build-A-Bear workshop located inside the Mall of America
A Vintage Style Build-A-Bear Workshop at Vaughan Mills in Toronto

In the mid-1990s, Maxine Clark resigned as president of Payless ShoeSource and began developing concepts for interactive retail stores inspired by experiences she remembered from her childhood. After presenting several ideas to a group of children, the build-a-bear concept was selected. According to Clark, the children responded most positively to the idea, and stuffed animals offered a strong profit margin.[6] Doll shops, later developed as Friends 2B Made, were also part of the original business plan.[8]

Clark founded Build-A-Bear Workshop in 1997.[9] That year she also explored acquiring Basic Brown Bears, a company that had operated in the do-it-yourself stuffed animal market since 1985.[10] Build-A-Bear hired Adrienne Weiss Co. of Los Angeles to help develop the retail concept. Clark planned to expand the business into a national chain, targeting 100 stores within five years.[6]

The company's first store opened at Saint Louis Galleria in Richmond Heights, Missouri.[9] First-year sales exceeded projections, reaching approximately $377,600.[6]

Expansion began quickly. Kansas City Equity Partners invested in the company, allowing a second store to open in Overland Park, Kansas in August 1998. Windsor Capital later invested $4.5 million, supporting additional store openings in the Chicago area. By the end of 1998, the chain had four locations and reported sales of $3.3 million.[6]

In 1999, Walnut Capital Partners invested $5 million to support further expansion, bringing the chain to 14 stores.[6] That same year, Build-A-Bear became involved in legal disputes with competitors Vermont Teddy Bear Co. and Basic Brown Bears over trademark, copyright, and business practice claims.[10] The dispute with Basic Brown Bears was ultimately settled under a confidentiality agreement.[11]

Build-A-Bearville

In October 2007, Build-A-Bear Workshop launched Build-A-Bearville, a massively multiplayer online game developed in partnership with Frima Studio. The game allowed users to create characters, play games, explore virtual locations, participate in events, and interact with other players in a moderated online environment.

Some Build-A-Bear products included redeemable codes that unlocked virtual items and content within the game. However, purchasing products was not required to play, and users could access most features by creating a free account.

In January 2015, Build-A-Bear announced that Build-A-Bearville would close on March 31, 2015. Following its closure, the company launched the children's website Bearville Alive!, which featured web series content based on Build-A-Bear In January 2015, Build-A-Bear announced that Build-A-Bearville would close on March 31, 2015.[12]

Friends 2B Made

Friends 2B Made[13] was an interactive retail concept introduced by Build-A-Bear Workshop in 2005 that allowed customers to create dolls and purchase related clothing and accessories. At its peak, the concept operated in nine standalone stores and in dedicated sections within dozens of Build-A-Bear locations. Customers could personalize dolls with a variety of fashions, accessories, and other customizable features. Unlike Build-A-Bear Workshop's traditional stuffed animal line, Friends 2B Made focused on dolls and fashion-themed play experiences aimed at older children.[14]

The concept was discontinued in 2009, with standalone stores either closing or being converted into Build-A-Bear Workshop locations.

Build-A-Dino

Build-A-Dino[15] is a Build-A-Bear Workshop concept that allows customers to create stuffed dinosaurs and purchase themed accessories.

The first Build-A-Dino location opened inside the T-Rex Café in Kansas City, Missouri, as part of a partnership with Landry's Restaurants. A temporary standalone location later operated at Chesterfield Mall in Chesterfield, Missouri, before being relocated to the St. Louis Science Center.

Additional Build-A-Dino locations were opened inside T-Rex Café restaurants, including a location at Disney Springs in Walt Disney World. Build-A-Dino sections have also operated within selected Build-A-Bear Workshop stores. Build-A-Dino locations offer dinosaur-themed plush toys known as "Friendosaurs", which can be customized with clothing, accessories, sounds, and recorded messages.[16]

Make Your Own Mascot

The "Make Your Own Phanatic" shop at Citizens Bank Park in Philadelphia, now closed.

Build-A-Bear Workshop opened a series of "Make Your Own Mascot" locations featuring professional sports mascots and related merchandise.

Locations operated at several Major League Baseball venues, including Progressive Field, Great American Ball Park, AT&T Park, Nationals Park, and Busch Stadium. Similar mascot-themed offerings were also available for characters such as Wally the Green Monster and Mr. Met.[17] The concept expanded through partnerships with Major League Baseball teams and featured team-specific bears, mascots, clothing, accessories, and other licensed merchandise sold at participating stadium locations.[18][19]

Build-A-Bear Workshop At Sea

Build-A-Bear Workshop At Sea is an onboard attraction offered on Carnival Cruise Line ships. The program was introduced in 2016 through a partnership between Build-A-Bear Workshop and Carnival Cruise Line.[20]

Guests can create and customize stuffed animals during scheduled onboard events. The experience includes a Carnival-exclusive bear design and a St. Jude Bear, with proceeds benefiting St. Jude Children's Research Hospital.[21]

Build-A-Bear at Walmart

Build-A-Bear operated temporary pop-up Workshop locations inside Walmart stores during the 2018 and 2019 holiday seasons. The program began with six pilot locations in 2018 and expanded to 25 stores in 2019.[22] The pop-up Workshops were discontinued after the seasonal test concluded, and no permanent Build-A-Bear Workshop locations remained inside Walmart stores after 2019.

In March 2026, Build-A-Bear launched its first wholesale partnership with Walmart. The collaboration brought Build-A-Bear products to more than 1,500 Walmart stores and Walmart.com.[23][24]

The initial product assortment included Mini Beans™, Micro Mini Beans™ mystery packs, and the Build-A-Bear x Bluey™ collection developed in partnership with BBC Studios. Products were displayed in dedicated sections inspired by elements of the traditional Build-A-Bear experience. Mini Beans plush toys included birth certificate-inspired hang tags and the company's signature heart insert.[25]

The partnership followed record fiscal 2025 results for the company, during which annual revenue exceeded $500 million for the first time.[26]

Knott's Berry Farm

Build-A-Bear Workshop opened a location at Knott's Berry Farm in Buena Park, California, on January 28, 2020.[27] The store is located in the California Marketplace area of the park, behind Virginia's Gift Shop and Mrs. Knott's Chicken Dinner Restaurant.

To reflect Knott's western theme, the location debuted with exclusive cowboy-, cowgirl-, and train conductor-themed bears. The store also offers limited-edition merchandise tied to Knott's Berry Farm's seasonal events.

Hello Kitty & Friends Workshop

In November 2024, Build-A-Bear Workshop and Sanrio opened the first Build-A-Bear x Hello Kitty and Friends Workshop at Westfield Century City in Los Angeles, California.[28]

The store features Sanrio-themed merchandise and experiences centered on characters including Hello Kitty, Cinnamoroll, Kuromi, and My Melody.[29]

In December 2025, Build-A-Bear announced plans to expand the concept with additional locations at American Dream in New Jersey and Mall of America in Minnesota.[30]

Public company

Clark took Build-A-Bear Workshop public in 2004.[31] The company opened its first international franchise location in Sheffield, England, and licensed Hasbro to produce a home bear-stuffing kit.[11]

Build-A-Bear began testing a make-your-own-doll concept in 2004. In November of that year, the company opened the first Friends 2B Made store near Pittsburgh, Pennsylvania, followed by a location in Columbus, Ohio.[8]

By October 2006, nine Friends 2B Made stores were operating. In 2008, Build-A-Bear announced plans to close the concept, and by October 2009 all standalone locations had either closed or been converted into Build-A-Bear Workshop stores.[32]

Build-A-Bear began offering human clothing in the mid-2000s, primarily in the form of children's pajama sets, robes, slippers, and seasonal apparel. Archived versions of the company's online store from 2006 and 2007 include listings for kid-sized sleepwear and matching child-and-plush pajama sets, indicating that clothing for customers was available alongside the company's stuffed animal products.[33] These products were marketed primarily toward children and represented a small extension of the company's merchandise offerings.

The Game Factory developed and released a Build-A-Bear Workshop video game for the Nintendo DS in 2007.[34] A second game, Build-A-Bear Workshop: A Friend Fur All Seasons, was released for the Wii in 2008.[35]

In December 2011, Build-A-Bear released a feature film for the iPad through MoPix.[36]

From 2011 to 2013, some customers purchased Build-A-Bear accessories for household pets rather than stuffed animals, a trend that received media attention.[37]

In 2013, Cepia, LLC settled a patent and copyright infringement lawsuit against Build-A-Bear involving a color-changing toy bear.[38]

Founder Maxine Clark retired as chief executive officer in 2013 and was succeeded by Sharon Price John.[9][39][40]

The company continued to expand its licensed merchandise offerings during this period, including products based on My Little Pony and One Direction.[39]

In 2015, a lawsuit alleged that Build-A-Bear stores did not provide accessible point-of-sale equipment for blind customers.[41]

On July 12, 2018, Build-A-Bear held its "Pay Your Age Day" promotion in the United States, Canada, and the United Kingdom, allowing children to purchase bears for the price of their age.[42] Demand exceeded expectations, leading to long lines and store closures at many locations.[43] Sharon Price John later apologized, and the company issued vouchers to affected customers.[44]

In August 2018, Build-A-Bear launched Kabu, a pre-teen lifestyle brand based on Japanese kawaii-style art. The brand debuted with three characters—Kabu Pawlette, Kabu Bearnice, and Kabu Catlynn—and was accompanied by a mobile game titled Kabu Pop Party Quest.[3]

The company launched a streaming radio station in October 2018.[45]

In July 2019, Build-A-Bear partnered with Warner Music Group's Arts Music and Warner Chappell Music to launch a music label. Patrick Hughes and Harvey Russell joined the initiative in advisory roles.[46][47]

In 2019, Build-A-Bear announced the creation of Build-A-Bear Entertainment, an in-house production division formed following an agreement with Sony Pictures Worldwide Acquisitions.[45][48]

The division went on to produce several film and television projects, including The Honey Girls, Christmas CEO, and Glisten and the Merry Mission.[45]

In 2020, the company relocated its headquarters from Overland, Missouri, to downtown St. Louis.[49][50]

During the late 2010s and early 2020s, Build-A-Bear expanded its licensed merchandise offerings through partnerships with brands including Disney, Nintendo, Pokémon, Marvel, and other entertainment properties.[51]

During the COVID-19 pandemic, Build-A-Bear temporarily closed many of its stores and expanded its online business through e-commerce, online-exclusive products, and direct-to-consumer sales.[52]

In the early 2020s, the company increased its focus on adult consumers through licensed merchandise, nostalgia-based products, online exclusives, and the introduction of the “After Dark” collection.[53]

Build-A-Bear also expanded its human apparel offerings to include adult-sized sleepwear and related merchandise through its Build-A-Bear Pajama Shop.[54]

In March 2026, Build-A-Bear announced that Sharon Price John would retire as chief executive officer.[55] Chris Hurt succeeded her as CEO on June 11, 2026.[7] Hurt had previously served as the company's chief operations and experience officer.[7]

In-Store Experience

The in-store process at Build-A-Bear Workshop involves selecting a plush animal, optionally adding sound or scent features, having it filled with polyester fiber stuffing and a fabric heart, and choosing clothing or accessories. After customization, a birth certificate is printed for the toy, and the completed bear is placed in a cardboard carrier for customers to take home.[56]

Product mix

In addition to stuffed animals, Build-A-Bear Workshop has sold a variety of accessories and related merchandise, referred to by the company as "Bearaphenalia". These products have included candy, greeting cards, jewelry, stationery, stickers, and T-shirts. Some stores also featured photo booths that could convert customer photographs into stickers.[6]

For the video game Kinectimals: Now with Bears!, Build-A-Bear released four bears with scan tags: Champ Bear, Colorful Hearts Bear, Endless Hearts Teddy, and Peace & Hearts Bear.

In January 2024, the company's online-only "After Dark" collection received media attention for its adult-oriented themes, which Build-A-Bear marketed toward adult collectors and gift buyers.[57]

Commentators have linked the collection to the broader "kidulting" trend, in which adults purchase products associated with childhood interests and nostalgia.[58]

References

  1. ↑ "Company Information". Build-A-Bear Workshop. Retrieved October 6, 2025.
  2. ↑ Smith, Joyce (August 13, 2017). "T-Rex Cafe closes, and other updates from the Legends Outlets in KCK". Kansas City Star. Retrieved April 6, 2020.
  3. 1 2 Hobson, Jane (August 3, 2018). "Build-A-Bear targets tweens with new brand". Kidscreen. Retrieved April 6, 2020.
  4. ↑ "Income Statement for Build-A-Bear Workshop Inc (BBW) from Morningstar.com". Morningstar. Archived from the original on July 13, 2018. Retrieved July 13, 2018.
  5. ↑ Trew, James (September 28, 2012). "Build-a-bear's new store concept wants you to choose, love, stuff and fluff with high-tech". engadget.com. Retrieved April 1, 2020.
  6. 1 2 3 4 5 6 7 "Build-A-Bear Workshop Inc. History". International Directory of Company Histories. Vol. 62. St. James Press. 2004. Retrieved October 26, 2017 – via fundinguniverse.com.
  7. 1 2 3 Moore, Kaarin (March 12, 2026). "Build-A-Bear CEO to exit". Retail Dive. Retrieved May 1, 2026.
  8. 1 2 "With holidays approaching, specialty dolls are where the action is". Pittsburgh Post-Gazette. Retrieved August 29, 2019.
  9. 1 2 3 Gallo, Carmine. "Build-A-Bear Founder On The Secret To Success: Big Dreams And An Even Bigger Heart". Forbes. Retrieved August 29, 2019.
  10. 1 2 Bigness, Jon (July 6, 1999). "Makers of Toy Bears Tell Rivals To Stuff It". Chicago Tribune. Retrieved April 7, 2020.
  11. 1 2 "Bear Market". Forbes. March 1, 2004. Retrieved April 7, 2020.
  12. ↑ "Bearville Wiki". Retrieved July 19, 2026.
  13. ↑ "Friends 2B Made". Friends 2B Made. Archived from the original on December 19, 2008. Retrieved July 19, 2026.
  14. ↑ "Friends 2B Made". Yenra. Retrieved July 19, 2026.
  15. ↑ "Build-A-Dino". Build-A-Dino. Archived from the original on May 2, 2015. Retrieved July 19, 2026.
  16. ↑ "Build-A-Dino® by Build-A-Bear Workshop® at T-REX™". Disney Springs. Retrieved July 19, 2026.
  17. ↑ Jones, Juston (August 29, 2008). "Building a Young Audience at Ballparks". The New York Times. Retrieved April 8, 2009.
  18. ↑ "Build-A-Bear Workshop Make-Your-Own MLB Mascot". Raving Toy Maniac. April 1, 2008. Retrieved July 19, 2026.
  19. ↑ "Build-A-Bear Adds New MLB Mascots". Raving Toy Maniac. March 21, 2006. Retrieved July 19, 2026.
  20. ↑ "Build A Bear Workshop at Sea on Carnival Cruise Line". Journeys with Jenn. July 28, 2016. Retrieved July 19, 2026.
  21. ↑ "Build-A-Bear Workshop At Sea". Carnival Cruise Line. Retrieved July 19, 2026.
  22. ↑ Fernandez, Henry (June 3, 2019). "Build-A-Bear and Walmart team up, fending off retail apocalypse". FOXBusiness. Retrieved June 6, 2019.
  23. ↑ "Build-A-Bear Workshop Expands Its Paw Print With First-Ever Wholesale Debut at Walmart". Build-A-Bear Workshop. Retrieved July 9, 2026.
  24. ↑ "Build-A-Bear Scales Omnichannel Reach via First Wholesale Deal with Walmart". Retail TouchPoints. March 18, 2026. Retrieved July 9, 2026.
  25. ↑ "Build-A-Bear Workshop Expands Its Paw Print With First-Ever Wholesale Debut at Walmart". Franchising.com. March 16, 2026. Retrieved July 9, 2026.
  26. ↑ "Build-A-Bear Launches First Wholesale Partnership at 1,500 Walmart Stores". DTC Dispatch. March 20, 2026. Retrieved July 9, 2026.
  27. ↑ Tuttle, Brittani (January 3, 2020). "Build-A-Bear Workshop to open at Knott's Berry Farm". Attractions Magazine. Retrieved July 19, 2026.
  28. ↑ "Build-A-Bear and Hello Kitty Team Up in Los Angeles for First-Ever Collaborative Workshop". PR Newswire. November 7, 2024. Retrieved July 18, 2026.
  29. ↑ "Build-A-Bear x Hello Kitty & Friends Workshop - Los Angeles". Build-A-Bear Workshop. Retrieved July 18, 2026.
  30. ↑ "Build-A-Bear x Hello Kitty and Friends Workshop Expands Nationally with New Locations at American Dream and Mall of America". PR Newswire. December 4, 2025. Retrieved July 18, 2026.
  31. ↑ Solomont, E.B. (June 4, 2013). "Here is how much Build-A-Bear's new CEO is making". St. Louis Business Journal. Retrieved August 29, 2019.
  32. ↑ "UPDATE 2-Build-A-Bear to close friends 2B made concept". Reuters. September 16, 2008. Retrieved June 6, 2019.
  33. ↑ "Build-A-Bear Online Store Archive (2006)". Internet Archive. Retrieved July 9, 2026.
  34. ↑ Hatfield, Daemon (February 13, 2007). "Game Factory Building Bears on DS – IGN". ign.com. Retrieved April 6, 2020.
  35. ↑ "Build-A-Bear Workshop: A Friend Fur All Seasons". GamesIndustry.biz. May 2008. Retrieved January 2, 2020.
  36. ↑ "Build-A-Bear Workshop". iTunes. Archived from the original on December 17, 2011. Retrieved August 17, 2018.
  37. ↑ Faw, Larissa (February 20, 2013). "The Bizarre Reason Build-A-Bear Workshop Has Become Popular Among Millennial Women". Forbes. Retrieved April 7, 2020.
  38. ↑ "Build-A-Bear, Cepia settle patent lawsuit". St. Louis Business Journal. August 27, 2013. Retrieved July 15, 2019.
  39. 1 2 "New Build-A-Bear CEO upbeat on turnaround, future". St. Louis Post-Dispatch. January 19, 2014. Retrieved July 31, 2011.
  40. ↑ Kirn, Jacob (March 14, 2019). "Build-A-Bear to close up to 30 stores, reports loss". St.Louis Business Journal. Retrieved August 29, 2019.
  41. ↑ Unglesbee, Ben (June 3, 2015). "Lawsuit accuses Build-A-Bear of discriminating against blind people". St. Louis Business Journal. Retrieved July 15, 2019.
  42. ↑ "Shut out of Build-a-Bear 'Pay Your Age Day'? Try this birthday month deal instead". USA Today. Retrieved August 17, 2018.
  43. ↑ "Fluffed it! The truth about Build-A-Bear's day of mayhem". TheGuardian.com. July 23, 2018.
  44. ↑ "Build-A-Bear CEO apologizes for chaotic 'pay your age day' promotion". Today.com. NBC News. Retrieved July 25, 2019.
  45. 1 2 3 Konczal, Lea (August 30, 2019). "Build-A-Bear targets the big screen with movie production unit, Hallmark Channel movies". St. Louis Business Journal. American City Business Journals. Retrieved September 3, 2019.
  46. ↑ Grobar, Matt (September 15, 2022). "Foundation Media Partners Secures Book, Film & Doc Rights To Story Of Las Vegas' Biggest High Roller Terry Watanabe". Deadline. Retrieved October 5, 2022.
  47. ↑ Cirisano, Tatiana (July 9, 2019). "Build-A-Bear Workshop Launches New Record Label With Warner Music Group & Warner Chappell". Billboard. Retrieved July 16, 2019.
  48. ↑ Whyte, Alexandra (August 30, 2019). "Build-A-Bear builds a product". Kidscreen. Brunico Communications. Retrieved September 3, 2019.
  49. ↑ Merrilees, Annika (August 9, 2019). "Build-A-Bear to move headquarters to downtown St. Louis in spring". STLtoday.com. Retrieved April 8, 2020.
  50. ↑ Major, Michael. "Build-a-Bear Workshop Documentary Starts Production At The Company's Headquarters in St. Louis". BroadwayWorld.com. Retrieved October 5, 2022.
  51. ↑ Hobson, Jane (August 3, 2018). "Build-A-Bear targets tweens with new brand". Kidscreen. Retrieved April 6, 2020.
  52. ↑ Thomas, Lauren (March 12, 2020). "Build-A-Bear closes stores amid coronavirus concerns". CNBC. Retrieved July 9, 2026.
  53. ↑ Thomas, Lauren (February 14, 2022). "Build-A-Bear leans into adult customers with 'After Dark' line". CNBC. Retrieved July 9, 2026.
  54. ↑ Price John, Sharon (August 27, 2021). "Build-A-Bear CEO discusses brand evolution". Bloomberg. Retrieved July 9, 2026.
  55. ↑ "Build-A-Bear CEO Sharon Price John to retire as board taps 10-year veteran for top role". St. Louis Business Journal. March 12, 2026. Retrieved June 28, 2026.
  56. ↑ "The Workshop Experience". Build-A-Bear Workshop. Retrieved December 10, 2025.
  57. ↑ Pandolfo, Chris (February 10, 2024). "Build-A-Bear Workshop shocks with 'After Dark' collection of adults-only stuffed animals". FOXBusiness. Retrieved February 12, 2024.
  58. ↑ "The rise of "kidulting"". The Economist. ISSN 0013-0613. Retrieved February 12, 2024.
source: https://en.wikipedia.org/wiki/Build-A-Bear_Workshop