Originally conceived as a place for children to create their own special teddy bear with a step-by-step process including its now iconic Heart Ceremony, Build-A-Bear Workshop has become a multi-generational, multidimensional brand appealing to diverse consumer demographics. Since the first classic teddy bear was stuffed in a mall in St. Louis, Build-A-Bear has been stitched into the fabric of the lives of many. By being a part of bedtime stories and goodnight hugs, celebrating an untold number of birthdays and birthday parties, and commemorating countless graduations, new babies, weddings, and vacations, Build-A-Bear has been there for a multitude of memorable moments.
With over two decades of furry friend hugs and being a part of so many personal milestones, it is understandable that Build-A-Bear has achieved pop culture status and is a highly desired brand for collectors, particularly with its collaborations with licensed products which now cover in-bound and outbound licensing. With nearly 500 global retail locations, $253.3MM in sales, an Entertainment Division including Hallmark an SVOD movies and dedicated iHeart Radio Channel Build-A-Bear Workshop is delivering on the mission to “add a little more heart to life.”
BAC established BABW licensing program in 2016 with a Hot Topic Collaboration appealing to the brands teen / young adult audience (27% of sales) and launching anchor toy program with Build-A-Bear Workshop Stuffing Station collection with distribution in Walmart, Amazon and QVC in 2020. The program expanded with category leaders in footwear selling over 2MM units in the launch season of 2019 and launching bedding, bath and subscription boxes in 2020. 2021 saw the addition of personalized books, wheeled toys, Magnatiles, and Gifts via DTC, and a craft activity at Five Below. BAC looks forward to the craft activity program anniversary at Five Below and will help Build-A-Bear Workshop expand to other retail in 2022.