Build-A-Bear Kicks Off Its 30th Anniversary with a New Plush Inspired by Its Original Mascot

NEED TO KNOW

• Build-A-Bear Workshop is kicking off its anniversary celebration by returning to its roots

• Beginning Tuesday, Oct. 27, Build-A-Bear opened its nostalgic vault for the first time with the release of a new plush inspired by its original 1999 mascot Bearemy

• The new release kicked off the beloved children's brand's yearlong "30 Years of the Stuff You Love" celebration for its 30th anniversary in 2027

Build-A-Bear Workshop is kicking off its anniversary celebration by returning to its roots.

Beginning Tuesday, Oct. 27, Build-A-Bear opened its nostalgic vault for the first time with the release of a new plush inspired by its original 1999 mascot Bearemy. The new release kicked off the beloved children's brand's yearlong "30 Years of the Stuff You Love" celebration for its 30th anniversary in 2027. The yearlong celebration will feature other iconic vault favorites, special edition products, collaborations and anniversary moments.

In addition to the new release, a portion of the proceeds from the Bearemy-inspired plush will also contribute to the Build-A-Bear Foundation. From its launch date until Dec. 31, 2027, each Bearemy sold will donate $3 to the company's nonprofit organization.

Bearemy was the company's first furry friend introduced to kids in 1999. The new drop is a reimagined take on the beloved toy, perfect for longtime fans and a new generation of Build-A-Bear lovers. The iconic bear's return to the brand connects its early beginnings with its anticipated future, giving supporters of the brand a meaningful way to kick off the celebration and give back to their communities.

"Reaching our 30th anniversary is a celebration of the millions of fans who have embraced Build-A-Bear and made us part of their lives," said Chief Executive Officer Chris Hurt in a statement . "We are incredibly grateful for the loyalty and memories our fans have shared with us."

Bearemy is currently available for purchase online and in stores while supplies last.

Build-A-Bear Workshop founder Maxine Clark started the company in 1997 with one goal in mind: create an interactive retail experience for guests to build their own furry friends. With her idea, people were able to create their own personalized buddies, tailored to their unique preferences. At Build-A-Bear, people were able to fill their bears with stuffing, dress them, accessorize them and name them, complete with a memorable "heart ceremony."

Since then, Build-A-Bear has grown into a phenomenon. The company has been able to expand its signature retail experience into different partnerships, collectible characters, original storytelling and more. The popular brand has grown into something that crosses ages and cultures, creating a holistic family experience.

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Today, Build-A-Bear has over 650 storefronts across more than 30 countries and a robust online website. According to Hurt, the company's bright legacy is only the beginning.

"From one Workshop in St. Louis to more than 650 stores around the world, it is remarkable to see how far we have come," Hurt said. "As we look toward our next 30 years, we continue to think bigger, including the opening of our largest Workshop yet at ICON Park in Orlando. We're just getting started."

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