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Build-A-Bear Workshop is marking its 30th anniversary with a new Bearemy plush inspired by the company’s 1999 mascot and a yearlong campaign called “30 Years of the Stuff You Love.” The company says $3 from each Bearemy sold between Oct. 27 and Dec. 31 will go to the Build-A-Bear Foundation; more anniversary products and collaborations are planned from January 2027.
Build-A-Bear Workshop is marking its 30th anniversary with a new plush based on Bearemy, its 1999 mascot, and a yearlong campaign featuring anniversary products and other events. The company says $3 from each Bearemy sold from Oct. 27 through Dec. 31 will be donated to the Build-A-Bear Foundation, a U.S. nonprofit.
The Bearemy range includes a teddy bear sold on its own, a version with a T-shirt, hat and jeans, a Vault Collection gift set, and a vintage shirt and hat set that can be purchased separately. The Toy Book reported that the products are available through Build-A-Bear’s website. Listed prices for the collection range from $18 to $89.50, and the product listing gives an age recommendation of 2 and older.
The campaign, titled “30 Years of the Stuff You Love,” combines the mascot relaunch with products and celebratory moments intended to mark the company’s history. The donation offer has a defined period: it applies to Bearemy purchases from Oct. 27 through Dec. 31. The source report does not specify whether the donation is limited by a maximum amount or give further details about how the Foundation will use the funds.
Build-A-Bear says it will begin rolling out more special-edition anniversary products, exclusive releases, collaborations and other surprises in January 2027. The company has not provided a full release schedule or identified the planned partners and products. The anniversary campaign therefore starts with a known plush release and donation period, while later parts of the program remain to be announced.
A Mascot Anchors the Anniversary
The relaunch gives Build-A-Bear a product tied directly to its early history, while the campaign connects the milestone to current customers and younger shoppers. For people who remember Bearemy from the brand’s earlier years, the plush offers a nostalgia-led purchase; for new customers, it introduces a character associated with the company’s origins.
The charity component also links the anniversary release to a stated donation commitment. $3 per Bearemy sold during the named period will go to the Build-A-Bear Foundation, giving shoppers a clear figure and time frame. The effect on the Foundation’s funding will depend on sales, and the source material does not disclose expected sales or a projected donation total.
The announcement also signals that Build-A-Bear intends the anniversary to extend beyond a single product launch. Its planned 2027 releases could bring repeat attention to the brand and its retail offerings, although the scale and commercial impact of those launches are not yet known.
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From St. Louis Workshop to Retail Network
Build-A-Bear traces its business to one workshop in St. Louis, according to CEO Chris Hurt. In his anniversary statement, Hurt said the company has grown to more than 650 stores worldwide. The anniversary campaign frames Bearemy as a link between that early history and the brand’s present-day products.
Hurt also pointed to a planned expansion: the opening of what he described as Build-A-Bear’s largest Workshop yet, at ICON Park in Orlando. The source report does not give an opening date or additional details about the location. The re-release and store plan are presented as part of the company’s look toward its next 30 years, but the announcement does not include financial targets or sales forecasts.
““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.””
— Chris Hurt, CEO of Build-A-Bear Workshop
Donation and Release Details Pending
The announcement does not state how many Bearemy plushes Build-A-Bear expects to sell, whether a cap applies to the Foundation donation, or what programs the money will support. It also does not set out the complete anniversary calendar. Specific 2027 collaborations, product descriptions and release dates have not been disclosed, and the opening date for the planned ICON Park Workshop is not given in the source report.
The age recommendation listed for the collection is 2 and older, but buyers should check current product information for each item and review applicable CPSC recall notices before purchasing. The source material does not report any recall connected with the anniversary collection.
More Anniversary Releases in 2027
Build-A-Bear says the next phase of the campaign will begin in January 2027, when it plans to start releasing special-edition products, exclusive anniversary items, collaborations and other surprises. The company has not announced a detailed calendar, so individual launch dates and product availability remain unconfirmed.
Consumers can check Build-A-Bear’s website for updates on Bearemy availability and later anniversary announcements. The stated donation period ends Dec. 31; the company’s published terms or future updates may clarify the donation process and the total raised.
Key Questions
What is Build-A-Bear releasing for its 30th anniversary?
Build-A-Bear has released a Bearemy plush inspired by its 1999 mascot. The collection includes a bear on its own, dressed versions and a Vault Collection gift set, along with a separately sold vintage shirt and hat set.
How much of each Bearemy purchase goes to charity?
The company says $3 per Bearemy sold from Oct. 27 through Dec. 31 will be donated to the Build-A-Bear Foundation, a U.S. nonprofit. The source announcement does not give a projected total or state whether a donation cap applies.
When will more anniversary products be available?
Build-A-Bear says it will begin rolling out additional special-edition products, collaborations and other anniversary surprises in January 2027. Specific items and release dates have not been announced.
How much does the Bearemy collection cost?
The listed prices for the anniversary collection range from $18 to $89.50, according to The Toy Book’s product information. Prices may vary by item and availability.
Source: toybook.com
