Build-A-Bear’s Signature Workshop Moves Into Walmart

Build-A-Bear Workshop and Walmart are joining forces to bring the experiential toy brand’s newest collectibles to shoppers’ baskets — while they are shopping at a Walmart store.

The specialty retailer is offering its Build-A-Bear Mini Beans, new collectible Micro Mini Beans and a Build-A-Bear x Bluey collection at 1,500-plus Walmart stores.

In stores, displays highlight the "Choose Me, Name Me, Dress Me" tagline that has long been associated with the brand, reminding guests that they can select a toy and personalize its look with outfits and accessories.

Build-A-Bear's Mini Beans come with hang tags that were inspired by the birth certificates customers have always received with their customized stuffed animals in the Build-A-Bear Workshop retail locations and other direct-to-consumer channels.

The launch of the brand’s Micro Mini Beans — which feature popular Build-A-Bear characters — at Walmart is in response to consumers’ continued demand for collectible toys and blind‑bag surprises. Available in mystery‑pack singles as well as multi‑packs, Micro Mini Beans encourage consumers to buy and trade to build their collections.

"This is a defining growth milestone for Build-A-Bear," Dave Henderson, Build-A-Bear Workshop’s chief revenue officer, said in a media release. "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 full in-store assortment includes:

• Build-A-Bear x Bluey. Characters from Australian animated children’s television series "Bluey," including Bluey, Bingo, Rusty, Socks, Muffin and Winton, are available in Mini Beans as well as Micro Mini Beans, and Bluey in full-size plush. These offerings bring Build-A-Bear's plush formats to Walmart's Bluey lineup through a licensed partnership with BBC Studios.
• Mini Beans. A collectible plush line that offers guests Micro Mini Beans in mystery-pack singles, three-packs and six-packs with a plush inside, which is another first-ever retail offering for the brand. An assortment of Original Mini Beans options with select outfits and accessories to personalize are also available. 
• Tan Bear. The brand’s classic bear is available in full size, along with assorted accessories like denim overalls, hoodies and a bucket hat for guests to personalize.

The collection is available in stores and at Walmart.com through May 15, while supplies last.