Build-A-Bear launches first-ever wholesale partnership
Build-A-Bear Workshop is bringing its products to the shelves of another retailer for the first time in its history.
The experiential stuffed animal retailer is launching its first-ever wholesale partnership with Walmart. Beginning today, several Build-A-Bear favorites, as well as new products, are available in more than 1,500 Walmart stores nationwide until May 15.
The retailer says that the limited-time launch of “sought-after, beloved plush characters” positions Build-A-Bear to drive strong guest momentum this spring.
The Walmart launch comes a week after Build-A-Bear announced that longtime CEO Sharon Price John will retire, effective June 11. In a unanimous vote, the company’s board appointed chief operations and experience officer Chris Hurt to become the next chief executive.
"This is a defining growth milestone for Build-A-Bear," said Dave Henderson, chief revenue officer of Build-A-Bear Workshop. "For nearly three decades, we've built our brand around personalization and emotional connection. Launching our first wholesale partnership with Walmart allows us to introduce Build-A-Bear to millions of new guests while staying true to the creativity and individuality that set us apart."
Details of the new limited-edition Walmart release includes the following:
- Build-A-Bear X Bluey — Beloved characters from Bluey, including Bluey, Bingo, Rusty, Socks, Muffin and Winton, are available in Mini Beans and/or Micro Mini Beans, and Bluey in full-size plush, introducing Build-A-Bear's distinctive plush formats to Walmart's Bluey lineup through a licensed partnership with BBC Studios.
- Mini Beans — The highly-collectible plush line from Build-A-Bear arrives in style offering guests Micro Mini Beans in mystery-pack singles, three-packs and six-packs with a mystery plush inside, a first-ever offering for the brand. An assortment of Original Mini Beans options with select outfits and accessories to personalize as desired are also available.
- Tan Bear — The classic bear that defines the brand is available in full size, along with assorted accessories like denim overalls, hoodies and a bucket hat for guests to personalize as desired.
[READ MORE: Build-A-Bear, Sanrio team up to open stores at two big centers]
Founded in 1997, Build-A-Bear Workshop Inc. operates more than 650 company-owned, partner-operated and franchise experience locations across more than 30 countries.
