Is Build-a-Bear a Strong Enough Brand To Find Success at Walmart, Despite a More Modest Experience?

Build-a-Bear Workshop is, for the first time, expanding into the wholesale market via a partnership with mega-retailer Walmart, according to a recent press release.

The experiential retailer is launching three distinct products, in addition to select others, in Walmart stores: Build-a-Bear Mini Beans, Micro Mini Beans, and an assortment of Build-a-Bear x Bluey collaboration items. The products are available in more than 1,500 Walmart stores across the U.S.

“This is a defining growth milestone for Build-A-Bear,” said Dave Henderson, CRO 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,” Henderson added.

Build-a-Bear Workshop’s Partnership With Walmart Expands Reach, But Offers a More Limited Experience

The press release outlined that the partnership relies heavily on the novel launches mentioned above, with a “Choose Me, Name Me, Dress Me” journey being tied to curated displays in Walmart which offer a variety of accessories and outfits to help personalize base items — similar to, but not exactly alike, the experience offered in core Build-a-Bear Workshop locations.

Further, the Mini Beans inventory will come with hand tags reminiscent of the traditional birth certificates Build-a-Bear loyalists are used to, and the new Micro Mini Beans product lineup dips into the booming blind-bag business to cultivate the “what-will-you-get experience,” according to the brand.

“By pairing beloved Build‑A‑Bear characters with a blind‑bag reveal and accessible price points, the assortment invites kids and collectors alike to build their collections one surprise at a time, extending the brand’s heart‑led storytelling into a trend‑forward retail experience,” the press release noted.

In addition to the exclusives, Build-a-Bear’s famous Tan Bear will also be stocked in Walmart stores. A full-size bear described as a “classic” by the brand, Tan Bear will be placed beside accessories such as denim overalls, various hoodies, and an optional bucket hat for those interested.

The promotion runs until May 15, while supplies last.