BUILD-A-BEAR WORKSHOP INC

In the mid-1990s, Maxine Clark resigned as president of Payless ShoeSource and began developing concepts for interactive retail stores inspired by experiences she remembered from her childhood. After presenting several ideas to a group of children, the build-a-bear concept was selected. According to Clark, the children responded most positively to the idea, and stuffed animals offered a strong profit margin. Doll shops, later developed as Friends 2B Made, were also part of the original business plan.

Clark founded Build-A-Bear Workshop in 1997. That year she also explored acquiring Basic Brown Bears, a company that had operated in the do-it-yourself stuffed animal market since 1985. Build-A-Bear hired Adrienne Weiss Co. of Los Angeles to help develop the retail concept. Clark planned to expand the business into a national chain, targeting 100 stores within five years.

The company's first store opened at Saint Louis Galleria in Richmond Heights, Missouri. First-year sales exceeded projections, reaching approximately $377,600.

Expansion began quickly. Kansas City Equity Partners invested in the company, allowing a second store to open in Overland Park, Kansas in August 1998. Windsor Capital later invested $4.5 million, supporting additional store openings in the Chicago area. By the end of 1998, the chain had four locations and reported sales of $3.3 million.

In 1999, Walnut Capital Partners invested $5 million to support further expansion, bringing the chain to 14 stores. That same year, Build-A-Bear became involved in legal disputes with competitors Vermont Teddy Bear Co. and Basic Brown Bears over trademark, copyright, and business practice claims. The dispute with Basic Brown Bears was ultimately settled under a confidentiality agreement.

McDonald's Happy Meal Promotions

Build-A-Bear Workshop has partnered with McDonald's on multiple Happy Meal promotions. In 2006, McDonald's restaurants in the United States offered a collection of Build-A-Bear Workshop Happy Meal toys.

The promotion returned in 2007. Build-A-Bear Workshop stated that the program represented the second year of its Happy Meal and Mighty Kids Meal partnership with McDonald's. The 2007 promotion included eight mini stuffed animals distributed between August 3 and August 30, 2007.

Additional Build-A-Bear Workshop Happy Meal promotions were documented in 2013 and 2015.

Build-A-Bearville

In October 2007, Build-A-Bear Workshop launched Build-A-Bearville, a massively multiplayer online game developed in partnership with Frima Studio. The game allowed users to create characters, play games, explore virtual locations, participate in events, and interact with other players in a moderated online environment.

Some Build-A-Bear products included redeemable codes that unlocked virtual items and content within the game. However, purchasing products was not required to play, and users could access most features by creating a free account.

In January 2015, Build-A-Bear announced that Build-A-Bearville would close on March 31, 2015. Following its closure, the company launched the children's website Bearville Alive!, which featured web series content based on Build-A-Bear.

Walmart wholesale partnership

In March 2026, Build-A-Bear launched its first wholesale partnership with Walmart. The collaboration brought Build-A-Bear products to more than 1,500 Walmart stores and Walmart.com.

The initial product assortment included Mini Beans, Micro Mini Beans mystery packs, and the Build-A-Bear x Bluey collection developed in partnership with BBC Studios. Products were displayed in dedicated sections inspired by elements of the traditional Build-A-Bear experience. Mini Beans plush toys included birth certificate-inspired hang tags and the company's signature heart insert.

The partnership followed record fiscal 2025 results for the company, during which annual revenue exceeded $500 million for the first time.

Destination and specialty locations

Build-A-Bear Workshop has operated a variety of destination and specialty location in addition to its traditional retail stores.