Build-A-Bear Workshop

Retailer / private label

An experiential retailer where customers create and customize stuffed animals with sounds, scents, clothing, and accessories.

Last updated August 21, 2026

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Overview

Build-A-Bear Workshop is an American experiential retail brand founded by Maxine Clark in 1997. Its stores invite customers to choose a stuffed animal, participate in a hands-on stuffing process, add optional sounds and scents, insert a fabric heart, select clothing and accessories, and receive a birth certificate for the finished toy. The format turns the purchase of a plush animal into a personalized activity and has made the company one of the best-known operators of the make-your-own-stuffed-animal retail concept. The first store opened at Saint Louis Galleria in Richmond Heights, Missouri. The concept was developed after Clark, then a retail executive, explored interactive shopping ideas and tested them with children. Early expansion was supported by outside investors, and the chain moved from a small regional operation toward a national network during the late 1990s. The company also became involved in litigation with competitors over intellectual-property and business-practice issues, including disputes connected with Basic Brown Bears and Vermont Teddy Bear. Build-A-Bear became a public company in 2004 and continued broadening its offer beyond traditional teddy bears. Its assortment has included licensed characters, clothing, accessories, sound products, scents, gift items, games, digital experiences, and merchandise for both children and adult collectors. The company experimented with the Friends 2B Made doll concept in the 2000s, but the standalone stores were later closed or converted. It also licensed home bear-stuffing products and released video games for Nintendo platforms. The brand has repeatedly used entertainment and digital media to extend its identity. Build-A-Bearville, an online multiplayer world launched in 2007, allowed users to create avatars, play games, explore virtual environments, and interact in a moderated setting. After that service closed in 2015, the company introduced Bearville Alive!, a web-content initiative. Build-A-Bear later created an entertainment division and participated in film, television, music, and streaming-related projects, including work associated with The Honey Girls and other branded productions. In the late 2010s and early 2020s, licensed collaborations became increasingly important. Partnerships and products connected the brand with properties such as Disney, Nintendo, Pokémon, Marvel, My Little Pony, One Direction, Bluey, and other entertainment franchises. The company also targeted adult consumers through nostalgia-driven products, online exclusives, and the After Dark collection, reflecting the wider growth of adult collectible and “kidult” purchasing. Apparel expanded from child-focused sleepwear and accessories to adult-sized pajamas and related merchandise. The company faced operational and reputational challenges as well as growth opportunities. During the COVID-19 pandemic, store closures accelerated its reliance on e-commerce, direct-to-consumer sales, and online-exclusive products. Its 2018 Pay Your Age Day promotion generated demand far beyond expectations, causing long lines and store closures in several markets; the company apologized and issued vouchers to affected customers. In 2020, its headquarters moved from Overland, Missouri, to downtown St. Louis. Build-A-Bear remains an active publicly traded retailer whose differentiation rests on participatory shopping, personalization, licensed intellectual property, gifting, and the emotional idea that customers are creating a companion rather than simply buying a toy. Its slogan was “Where Best Friends Are Made” from 1997 to 2013, followed by “The Most Fun You'll Ever Make.” A 2024 brand refresh introduced “The Stuff You Love.”

History

Maxine Clark founded Build-A-Bear Workshop in 1997 after leaving Payless ShoeSource and exploring interactive retail formats. She reportedly tested possible concepts with children, who responded especially positively to the idea of making stuffed animals. The first shop opened at Saint Louis Galleria in Richmond Heights, Missouri. The company used the store experience itself as a competitive feature: customers selected an animal, participated in stuffing it, chose personalization options, and completed the process with clothing, accessories, and a birth certificate. Expansion began soon after the first store. Outside investment supported additional locations in Kansas and the Chicago area, and the chain reached multiple stores by the end of 1998 and a broader network the following year. During this period Build-A-Bear faced legal disputes involving competitors Basic Brown Bears and Vermont Teddy Bear. The claims involved trademarks, copyrights, and alleged business practices; the Basic Brown Bears dispute was resolved confidentially. The company went public in 2004 and began international franchising, including an early location in Sheffield, England. It also licensed Hasbro for a home bear-stuffing kit. Build-A-Bear experimented with adjacent categories, including the Friends 2B Made make-your-own-doll concept, children's and matching plush-and-child sleepwear, games, and accessories sold under the informal Bearaphenalia label. Friends 2B Made stores were eventually closed or converted into Build-A-Bear stores. Digital expansion was a major feature of the 2000s. Build-A-Bearville launched in 2007 as a moderated online multiplayer world where users could create avatars, play games, explore virtual settings, and attend events. Codes included with some physical products unlocked virtual items, although the basic service could be accessed without a purchase. The service closed in 2015 and was followed by Bearville Alive!, a web-content initiative. The company also released a Nintendo DS game in 2007 and a Wii title in 2008, and later distributed a feature film for iPad. The company broadened its licensing strategy through products connected to entertainment and character properties. Examples mentioned in company history include My Little Pony, One Direction, Disney, Nintendo, Pokémon, Marvel, and Bluey. It also explored music and entertainment: in 2019 it partnered with Warner Music Group-related entities on a music-label initiative and formed Build-A-Bear Entertainment after an agreement with Sony Pictures Worldwide Acquisitions. Projects associated with the entertainment division included The Honey Girls, Christmas CEO, and Glisten and the Merry Mission. In 2013, Clark retired as chief executive and Sharon Price John became CEO. The company continued to develop both family-oriented and adult-focused merchandise. A notable example was the After Dark collection, which used more adult-oriented themes and appealed to collectors and nostalgia-driven shoppers. Apparel also expanded from children's sleepwear into adult pajamas and related products. Build-A-Bear's growth has periodically been accompanied by controversy and legal claims. In 2013, Cepia settled a patent and copyright case concerning a color-changing toy bear. A 2015 lawsuit alleged that stores lacked accessible point-of-sale equipment for blind customers. The most visible operational incident occurred during Pay Your Age Day in July 2018, when unexpectedly high traffic caused long queues and closures. The company apologized and issued customer vouchers. During the COVID-19 pandemic, temporary store closures increased the importance of online retail, direct-to-consumer sales, and online-exclusive merchandise. In 2020, the corporate headquarters moved from Overland, Missouri, to downtown St. Louis. The company later refreshed its brand identity in 2024, replacing its previous slogan with “The Stuff You Love.” In 2026, leadership changed again when Chris Hurt succeeded Sharon Price John, and the company announced its first wholesale partnership with Walmart. The partnership expanded distribution of selected plush lines and licensed products beyond traditional Build-A-Bear stores.

2026
Leadership transition and Walmart partnership announced
[1]Build-A-Bear Workshopen.wikipedia.org
Chris Hurt succeeded Sharon Price John as CEO, while the company expanded into Walmart wholesale distribution.
2024
Brand refresh introduced a new slogan
[1]Build-A-Bear Workshopen.wikipedia.org
The brand adopted “The Stuff You Love” as part of a refreshed identity.
2020
Headquarters moved to downtown St. Louis
[1]Build-A-Bear Workshopen.wikipedia.org
The company relocated its headquarters from Overland, Missouri, to downtown St. Louis.
2018
Pay Your Age Day promotion
[1]Build-A-Bear Workshopen.wikipedia.org
A major promotional event produced unexpectedly high demand and widespread store disruptions.
2015
Build-A-Bearville closed
[1]Build-A-Bear Workshopen.wikipedia.org
The online game was closed and followed by the Bearville Alive! web-content initiative.
2013
Founder left the CEO role
[1]Build-A-Bear Workshopen.wikipedia.org
Maxine Clark retired as chief executive and Sharon Price John became CEO.
2007
Build-A-Bearville launched
[1]Build-A-Bear Workshopen.wikipedia.org
The company introduced a moderated online multiplayer world connected to its plush-toy brand.
2004
Became a public company
[1]Build-A-Bear Workshopen.wikipedia.org
Build-A-Bear Workshop completed its public-market listing and began international franchise expansion.
1998
Early expansion began
[1]Build-A-Bear Workshopen.wikipedia.org
Investment helped the chain open additional stores in Kansas and the Chicago area.
1997
First Build-A-Bear Workshop store opened
[1]Build-A-Bear Workshopen.wikipedia.org
Maxine Clark founded the company and opened its first store at Saint Louis Galleria in Richmond Heights, Missouri.

Products and positioning

Experiential, personalized retail combining plush toys, licensed entertainment properties, gifting, and family or nostalgia-based activities.

Plush toys · 1997
Customizable stuffed animals
The core Build-A-Bear offering is a customizable plush animal selected by the customer and filled in the store. Customers can add a sound, scent, clothing, accessories, and a fabric heart before receiving a birth certificate and carrying the finished toy home. The format emphasizes participation and personalization rather than a conventional finished-product purchase.
Licensed merchandise
Licensed character collections
Build-A-Bear produces plush toys and accessories based on licensed entertainment and character properties. Its collaborations have included Disney, Nintendo, Pokémon, Marvel, My Little Pony, One Direction, and Bluey. These collections extend the brand beyond generic teddy bears and attract both children and adult collectors.
Accessories and gifts
Bearaphenalia
Bearaphenalia is the brand's broad assortment of related merchandise, including plush clothing, accessories, candy, greeting cards, jewelry, stationery, stickers, and T-shirts. The category supports gifting and encourages customers to continue personalizing or collecting items after the initial workshop visit.
Apparel
Build-A-Bear Pajama Shop
The apparel business began with child-sized sleepwear, robes, slippers, and matching outfits for children and their plush toys. It later expanded to adult-sized pajamas and related products, supporting the company's effort to reach adult fans and nostalgia-oriented shoppers.
Adult collector merchandise · 2024
After Dark
After Dark is an online-oriented collection designed for adult collectors and gift buyers. Its themes are more adult-oriented than the traditional children's assortment and reflect the company's participation in the broader trend of adults purchasing nostalgic toys and licensed merchandise.
Digital entertainment · 2007
Build-A-Bearville
Build-A-Bearville was a moderated online multiplayer environment in which users created characters, played games, explored branded locations, and took part in events. Some physical products included codes for virtual items, while basic access did not require a purchase. The service closed in 2015.

Controversies

2015
Accessibility lawsuit concerning point-of-sale equipment
A lawsuit alleged that Build-A-Bear stores did not provide sufficiently accessible point-of-sale equipment for blind customers.
Source
1999
Competitive intellectual-property disputes
Build-A-Bear became involved in disputes with Vermont Teddy Bear and Basic Brown Bears concerning trademark, copyright, and business-practice claims. The Basic Brown Bears matter was ultimately resolved under a confidential settlement.
Source

2018Pay Your Age Day
United States · Canada · United Kingdom
Children could purchase eligible bears at a price corresponding to their age. The promotion generated exceptional traffic, long lines, and store closures because demand exceeded operational capacity.
Outcome. The company apologized, ended the in-store promotion early in many locations, and issued vouchers to affected customers.
Source

Brand decisions

2026
Chris Hurt appointed CEOOther
Background
Sharon Price John announced her retirement after serving as chief executive.
Action taken
Chris Hurt, previously associated with the company's operations and experience leadership, succeeded John.
Aftermath
The transition placed a senior internal operator at the head of the company during continued retail and wholesale expansion.
Source
2026
Walmart wholesale partnershipStrategy
Background
Build-A-Bear sought to extend distribution beyond its own stores and digital channels.
Action taken
The company introduced selected Mini Beans, Micro Mini Beans mystery packs, and a Build-A-Bear and Bluey assortment through Walmart stores and Walmart.com.
Aftermath
The partnership created a larger mass-retail presence while using dedicated displays and branded product details to retain elements of the Build-A-Bear experience.
Source
2024
Brand refreshStrategy
Background
The company updated its identity as it balanced family retail, licensed merchandise, and adult collector demand.
Action taken
Build-A-Bear introduced the slogan “The Stuff You Love.”
Aftermath
The refresh positioned the brand around emotional attachment and a broader range of customer ages.
Source
2020
Greater emphasis on e-commerce during the pandemicStrategy
Background
COVID-19-related restrictions temporarily closed many physical stores and disrupted experience-led retail.
Action taken
Build-A-Bear expanded direct-to-consumer sales, e-commerce activity, and online-exclusive products.
Aftermath
Digital channels became a more important part of the company's retail model while stores gradually resumed operations.
Source
2019
Expansion into entertainment productionStrategy
Background
Build-A-Bear sought to use its characters and stories across media rather than limiting the brand to retail products.
Action taken
The company formed Build-A-Bear Entertainment following an agreement with Sony Pictures Worldwide Acquisitions and pursued film and television projects.
Aftermath
The division was associated with projects including The Honey Girls, Christmas CEO, and Glisten and the Merry Mission.
Source
2013
Founder-to-successor CEO transitionOther
Background
Founder Maxine Clark retired from the chief executive role after leading the company's founding and expansion.
Action taken
Sharon Price John succeeded Clark as chief executive.
Aftermath
The company continued developing licensed merchandise, digital initiatives, and new customer segments under the new leadership.
Source
2007
Launch of Build-A-BearvilleProduct launch
Background
The company sought to extend its retail concept into digital entertainment and online communities.
Action taken
It launched a moderated multiplayer online world with avatars, games, virtual locations, and branded events.
Aftermath
The service operated until 2015 and was followed by Bearville Alive! web content.
Source
2004
Public listing and international franchisingStrategy
Background
After establishing the domestic make-your-own-plush format, the company pursued public-market funding and geographic expansion.
Action taken
Build-A-Bear became publicly traded and opened its first international franchise location in Sheffield, England.
Aftermath
The move supported broader international brand distribution and additional franchise activity.
Source

Recent events

2026
Sharon Price John announced her retirement as CEO[1]Build-A-Bear Workshopen.wikipedia.org
Leadership change
The company announced that Sharon Price John would retire from the chief executive role and that Chris Hurt would succeed her.
2026
Build-A-Bear entered a Walmart wholesale partnership[1]Build-A-Bear Workshopen.wikipedia.org
M&A · Product launch
The company launched a wholesale collaboration that brought selected Mini Beans, Micro Mini Beans mystery packs, and a Build-A-Bear and Bluey collection to Walmart stores and Walmart.com.
2024
Build-A-Bear introduced adult-oriented After Dark merchandise[1]Build-A-Bear Workshopen.wikipedia.org
Product launch
The online-only After Dark collection received attention for addressing adult collectors and gift buyers, linking the brand to the broader nostalgia-driven kidult market.
2019
Build-A-Bear expanded into branded entertainment[1]Build-A-Bear Workshopen.wikipedia.org
Other
The company announced Build-A-Bear Entertainment after an agreement with Sony Pictures Worldwide Acquisitions and subsequently developed film and television projects tied to its intellectual property.
2018
Pay Your Age Day caused widespread queues and store closures[1]Build-A-Bear Workshopen.wikipedia.org
Campaign · Other
A promotion allowing children to purchase bears at a price tied to their age generated demand well beyond the company's expectations in the United States, Canada, and the United Kingdom. Many locations stopped accepting customers, and the company later apologized and distributed vouchers.
2018
Build-A-Bear launched the Kabu lifestyle concept[1]Build-A-Bear Workshopen.wikipedia.org
Product launch
The company introduced Kabu, a pre-teen lifestyle brand inspired by Japanese kawaii aesthetics, with three initial characters and an associated mobile game.

Sources6 sources

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