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Build-A-Bear Workshop is marking its 30th anniversary with a new plush based on its 1999 mascot, Bearemy, and a yearlong campaign called “30 Years of the Stuff You Love.” The company says $3 from each Bearemy sold from Oct. 27 through Dec. 31 will go to the Build-A-Bear Foundation; additional anniversary products and collaborations are planned to begin rolling out in January 2027.
Build-A-Bear Workshop is marking 30 years in business with a re-release of Bearemy, its mascot first introduced in 1999, and a yearlong anniversary campaign. The company says the campaign will include archived designs, new products and other celebratory releases, while $3 from each Bearemy sold from Oct. 27 through Dec. 31 will be donated to the Build-A-Bear Foundation.
The new plush is described as a reimagining of the original Bearemy, intended to recall the brand’s early years while introducing the character to younger customers. Build-A-Bear says shoppers can buy the bear on its own or with a commemorative outfit. A vintage shirt-and-hat accessory set is also available separately.
The reported product lineup includes a Vault Collection Bearemy Teddy Bear Gift Set, a Bearemy Teddy Bear with T-shirt, hat and jeans, the standalone Bearemy Teddy Bear, and the Vintage Shirt & Hat Set. The source lists prices across the collection from $18 to $89.50 and gives an age rating of 2 years and older. Individual item prices and availability may vary.
The fundraising offer applies to Bearemy purchases made during the stated period, according to the company’s announcement. The Build-A-Bear Foundation is described in the report as a U.S. nonprofit. The announcement does not specify what programs or beneficiaries will receive the proceeds from this particular campaign.
A Mascot Anchors the Anniversary
The Bearemy return gives Build-A-Bear a recognizable product at the center of a milestone campaign, linking a new release to the company’s history. For longtime customers, the character may evoke earlier visits and merchandise; for younger shoppers, the company is presenting the mascot as an introduction to the brand’s story. That is the company’s stated framing, rather than evidence of customer response or sales performance.
The campaign also ties product purchases to a charitable donation during a defined period. Customers interested in the contribution can use the $3-per-Bearemy figure and dates announced by the company when deciding whether to buy. No donation total, sales target or estimate of the campaign’s reach has been provided.
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From One Workshop to 30 Years
Build-A-Bear Workshop’s anniversary marks three decades since the company began operating. CEO Chris Hurt said the business has grown from one Workshop in St. Louis to more than 650 stores around the world. That store count is attributed to Hurt in the company statement reported by The Toy Book.
The anniversary announcement also points to a planned opening of the company’s largest Workshop yet at ICON Park in Orlando. The source does not give an opening date or further details about the location. The anniversary campaign is branded “30 Years of the Stuff You Love,” and Build-A-Bear says more special-edition products and collaborations will arrive in stages rather than as a single release.
“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, Build-A-Bear Workshop CEO
Donation and Release Details
The announcement does not state how many Bearemy plushes are available, whether the release is limited, or whether stock will be replenished. It also does not provide a total fundraising goal, identify the specific programs the Foundation will support with the proceeds, or say when donations will be reported.
The company has said that special-edition products and collaborations will begin rolling out in January 2027, but has not named partners, products, prices or exact launch dates. Details about the planned ICON Park Workshop, including its opening date, are also not specified in the source report.
More Releases Begin in 2027
Build-A-Bear says it will begin rolling out additional anniversary products, collaborations and other surprises in January 2027. The company has not yet shared a schedule or a full list of releases, so shoppers will need to watch for further announcements for product-specific information.
The stated donation window for Bearemy purchases runs from Oct. 27 through Dec. 31. The source directs customers to Build-A-Bear’s website for anniversary updates. More details about the Orlando store and the anniversary collection may emerge as the company continues the campaign.
Key Questions
What is Build-A-Bear releasing for its 30th anniversary?
Build-A-Bear has re-released Bearemy, its mascot based on the character introduced in 1999. The reported collection includes the plush on its own, gift-set and dressed versions, plus a separate vintage shirt-and-hat set.
How much of each Bearemy purchase goes to charity?
Build-A-Bear says $3 from each Bearemy sold from Oct. 27 through Dec. 31 will go to the Build-A-Bear Foundation. The announcement does not state a fundraising target or how the campaign’s proceeds will be allocated.
When will more anniversary products be released?
The company says special-edition products, collaborations and other anniversary releases will begin rolling out in January 2027. It has not provided specific product names or dates.
What ages are the Bearemy products listed for?
The source lists the anniversary collection for ages 2 and older. Shoppers should check the age guidance and product details for the specific item they are considering.
Source: toybook.com
