Build-A-Bear, Sanrio team up to open stores at two big centers
Build-A-Bear Workshop is bringing its partnership with a mega-popular Japanese entertainment company to America’s two largest retail centers.
The experiential retailer and Sanrio Inc., best known for its Hello Kitty franchise, are expanding their partnership to open co-branded stores at American Dream in East Rutherford, N.J. and Mall of America in Bloomington, Minn. in early 2026. The first Build-A-Bear & Hello Kitty and Friends Workshop opened in Los Angeles last year at Westfield Century City, and quickly became a” go-to destination for collectors, families, and devoted Sanrio fans,” according to the two companies.
Each Build-A-Bear x Hello Kitty and Friends Workshop features signature touches from both brands throughout, including pink shopping bags and aprons, custom Cub Condos, and more. Guests choose their favorite character, take part in Build-A-Bear’s signature stuffing experience and Heart Ceremony, then personalize their new friend with themed outfits, scents, sounds, and accessories inspired by Hello Kitty and other Sanrio characters.
“From the moment we opened in Los Angeles, it was obvious that fans connected with this experience in a meaningful way,” said Chris Hurt, COO at Build-A-Bear Workshop. “Bringing the Build-A-Bear & Hello Kitty and Friends Workshop to American Dream and Mall of America gives us the opportunity to welcome guests from around the world who travel to these iconic destinations throughout the year.”
Build-A-Bear and Sanrio noted that both American Dream and Mall of America offer the kind of “scale and visibility” that make them ideal homes for the collaboration’s next phase of growth.
“This partnership with Build-A-Bear brings our characters to life in a way only the Workshop experience can,” said Jill Koch, senior VP of brand management and marketing at Sanrio. “The success in Los Angeles proved how powerfully fans connect with this hands-on, heart-filled approach, and expanding to American Dream and Mall of America lets us deepen that connection and create unforgettable moments for fans of all ages.”
[READ MORE: Build-A-Bear to open ‘landmark’ multi-level location in Orlando]
Founded in 1997, Build-A-Bear Workshop operates 600 company-owned, partner-operated and franchise experience locations around the world.
Launched in 1960, Sanrio is a global lifestyle brand and home to Hello Kitty, created in 1974, and many other beloved character brands such as My Melody, Kuromi, LittleTwinStars, Cinnamoroll, Pompompurin, Gudetama, Aggretsuko, Chococat, Badtz-Maru and Keroppi.
