Build-A-Bear launches wearable plush line and expands product categories

Build-A-Bear Workshop Inc. (NYSE: BBW) introduced its first wearable plush collection called Slushie Plushies as part of its Summer Stuff You Love product line. The St. Louis-based retailer announced the launch of three new product categories: Slushie Plushies, Mashimals, and Beary Goods.

The Slushie Plushies collection includes customizable plush animals designed after slushie flavors, featuring Blue Raspberry Cow, Coconut Lime Koala, Fruit Punch Lobster, and Strawberry Lemonade Bear. Each plush contains hidden clips that attach to an optional crossbody strap, allowing customers to wear the items as accessories. The products can be customized with matching scents and recorded sounds.

"We're seeing a real shift in how our guests engage with plush; it's no longer just something you own, it's something you style and show off," said Kim Utlaut, Build-A-Bear Senior Vice President and Chief Brand Officer.

The company also launched Mashimals, a line combining animals with objects such as Crab 'n' Go Cooler Mashimal and Octopail Mashimal. The Beary Goods collection features pre-stuffed plush characters with the company's bear face design, including items themed around waves, sun, palm trees, and sandcastles.

The collection extends to Mini Beans products and bag charms featuring various animal characters. All items are available in Build-A-Bear Workshop locations and online.

Build-A-Bear operates more than 650 locations across 30 countries and reported $529.8 million in total revenues for fiscal 2025, marking its fifth consecutive year of record results according to the company's press release.

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