Real-life bears are emerging from their dens after a long winter’s hibernation, and their stuffed cousins also are venturing out into new territory. For the first time in its nearly 30-year history, Build-A-Bear will make its wholesale debut, appearing in more than 1,500 Walmart stores and online through May 15, while supplies last. It’s a major shift for Build-A-Bear, which has relied on its own stores’ interactive experiences to maintain the brand’s messaging and relationship with customers.
“This is a defining growth milestone for Build-A-Bear,” said Dave Henderson, Chief Revenue Officer of Build-A-Bear Workshop in a statement. “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.”
The launch includes the debut of new Micro Mini Beans, delivering personality in a pint-sized format and tapping into consumers’ appetite for collectible toys and blind-bag surprises. These are available in mystery-pack singles, three-packs and six-packs with a mystery plush inside.
The assortment also includes Build-A-Bear x Bluey, featuring beloved characters from the Bluey TV franchise available in Mini Beans and Micro Mini Beans, and Bluey in full-size plush, introducing distinctive plush formats to the Walmart lineup through a licensed partnership with BBC Studios. Walmart also will offer Tan Bear, the classic bear that defines the Build-A-Bear brand, available in full size along with assorted accessories.
In Walmart stores, Build-A-Bear’s signature “Choose Me, Name Me, Dress Me” journey will come to life through curated displays spotlighting styling and self-expression. The Mini Beans come with hang tags inspired by the iconic “birth certificate” that customers have become accustomed to in the Build-A-Bear Workshop stores.
Build-A-Bear’s move into wholesale doesn’t mean the retailer is abandoning its own growth strategy. In December 2025 Build-A-Bear announced plans to expand its co-branded Hello Kitty stores to two of the country’s biggest malls, New Jersey’s American Dream and the Mall of America in Bloomington, Minn., following the November 2024 store opening at the Westfield Century City mall in Los Angeles. Additionally, Build-A-Bear is planning to open a multi-level retailtainment experience in the first half of 2026 at the Icon Park entertainment complex in Orlando, Fla.
