Build-A-Bear Launches First Wholesale Partnership at 1,500 Walmart Stores

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3.20.2026

Quick Facts

Build-A-Bear launched its first wholesale partnership ever at over 1,500 Walmart stores nationwide on March 16, 2026
The company reported record fiscal 2025 revenue of $529.8 million, up 6.7% year over year, marking its first time surpassing half a billion dollars
Products include Mini Beans, new Micro Mini Beans mystery packs, and the Build-A-Bear x Bluey collection through May 15

Build-A-Bear Workshop broke new ground March 16 by launching its first wholesale partnership in nearly 30 years of operation. The company placed products in over 1,500 Walmart stores nationwide and on Walmart.com.

The partnership features Build-A-Bear Mini Beans, new collectible Micro Mini Beans, and the Build-A-Bear x Bluey collection. Mini Beans surpassed 3 million units sold before the Walmart placement.

“This is a defining growth milestone for Build-A-Bear,” said Dave Henderson, Chief Revenue Officer. “For nearly three decades, we’ve built our brand around personalization and emotional connection. Launching our first wholesale partnership with Walmart allows us to introduce Build-A-Bear to millions of new guests.”

The Bluey collection includes beloved characters Bluey, Bingo, Rusty, Socks, Muffin and Winton. Bluey was the most-streamed title in the U.S. in 2025 with 45.2 billion minutes of watch time.

Walmart displays feature curated presentations with Mini Beans that include hang tags inspired by Build-A-Bear’s signature birth certificates. The company aims to maintain its brand experience outside traditional workshop stores.

Build-A-Bear reported record fiscal 2025 revenues of $529.8 million, up 6.7% from $496.4 million the prior year. This marks the first time the company surpassed the half-billion-dollar revenue milestone.

The company also announced CEO Sharon Price John will retire in June 2026. Chief Operations and Experience Officer Chris Hurt will succeed her. Price John led Build-A-Bear since 2013 through a financial turnaround and strategic evolution.

Some industry experts question whether Build-A-Bear’s experience-focused brand will translate to Walmart. The company operates more than 650 company-owned stores across 30 countries, built around interactive stuffing and personalization experiences.

Products will be available through May 15 while supplies last. The partnership represents Build-A-Bear’s strategic expansion from purely experiential retail to broader distribution channels.