Build-A-Bear Workshop has launched a wholesale partnership with Walmart, marking a significant expansion beyond its traditional store-based model.
Under the deal, Walmart will carry a selection of Build-A-Bear products, including Mini Beans, collectible Micro Mini Beans, the classic Tan Bear and a BBC Studios-backed Build-A-Bear x Bluey collection.
The offering will be available in more than 1,500 Walmart stores across the U.S. as well as online through mid-May, while supplies last.
The rollout also brings a version of the Build-A-Bear in-store experience to Walmart locations, allowing shoppers to personalise their purchases with outfits and accessories, alongside branded elements such as birth certificate-inspired tags.
The partnership represents what the company described as a “major new distribution milestone,” extending its reach to customers who may not live near a Build-A-Bear location or typically shop specialty retail.
Dave Henderson, chief revenue officer at Build-A-Bear, said the collaboration enables the brand to access a broader audience in a more convenient setting while maintaining its core focus on personalisation and emotional connection.
The spring launch timing aligns with a key gifting period, as families shop for seasonal occasions.
While Build-A-Bear’s experiential retail model remains central to its strategy, the Walmart partnership signals a more flexible approach to distribution, complementing its existing footprint and prior collaborations with partners such as Fanatics.
The move comes as the company continues to post steady growth. Fourth-quarter revenue rose 2.7% to more than $154 million, while full-year 2025 revenue increased 6.7% to nearly $530 million.
Build-A-Bear is also undergoing leadership transition, with CEO Sharon Price John set to retire in June and be succeeded by chief operations and experience officer Chris Hurt.
The company has also bolstered its executive team in recent years to support global expansion, including investments in brand, revenue and digital leadership.
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