Build-A-Bear Workshop has launched its first wholesale retail partnership, bringing a selection of plush and collectibles to more than 1,500 Walmart stores nationwide.
The 6-pack includes a surprise unboxing element. Tan Bear joins Walmart’s toy aisle. | Source: Build-A-Bear Workshop
Micro Mini Beans are available in multipack, including this 3-pack.Tan Bear joins Walmart’s toy aisle. | Source: Build-A-Bear Workshop
Tan Bear joins Walmart’s toy aisle. | Source: Build-A-Bear Workshop
“This is a defining growth milestone for Build-A-Bear,” shares 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.”
The assortment includes Build-A-Bear Mini Beans plush, the debut of Micro Mini Beans collectible plush, and a licensed Bluey collection in partnership with BBC Studios. The products are also available online at walmart.com through May 15.
Micro Mini Beans introduces a new collectible format. The plush figures are packaged in mystery packs and multipacks, tapping into the growing popularity of surprise collectibles and trading among kids and collectors.
This 15-inch Bluey plush includes a red balloon accessory. | Source: Build-A-Bear Workshop
The Mini Beans include a hangtag that mimics Build-A-Bear’s iconic certificate. | Source: Build-A-Bear Workshop
Fans and families can collect Bluey Mini Beans. | Source: Build-A-Bear Workshop
Fans and families can collect up to six 4-inch Bluey plush. | Source: Build-A-Bear Workshop
The launch also includes Mini Beans plush based on characters from Bluey, including Bluey, Bingo, Rusty, Socks, Muffin, and Winton, as well as a full-size Bluey plush. Build-A-Bear’s classic Tan Bear plush and a selection of accessories are also part of the assortment.
In stores, displays highlight Build-A-Bear’s signature “Choose Me, Name Me, Dress Me” concept with options for styling and personalization. Mini Beans plush features hang tags inspired by the brand’s iconic birth certificate and signature plush hearts.
The retail launch marks a new distribution milestone for Build-A-Bear as it expands beyond its experiential retail locations and direct-to-consumer channels.
Learn more at buildabear.com.
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