Build-A-Bear Workshop is commemorating 30 years in business with the launch of a new Bearemy plush, inspired by the 1999 mascot, and a yearlong campaign featuring vault and new drops, as well as celebratory moments.
As the original Build-A-Bear mascot, Bearemy may be familiar to many, having been part of the brand’s story for almost three decades. This relaunch and reimagining of the classic Bearemy plush pays tribute to Build-A-Bear Workshop’s early years while also looking ahead, introducing a new generation of kids to the brand’s iconic fuzzy bears.
The celebratory campaign, “30 Years of the Stuff You Love,” also supports a good cause, with $3 from every Bearemy sold going toward the Build-A-Bear Foundation, a United States non-profit, from Oct. 27 through Dec. 31.
Bearemy returns to celebrate 30 years of Build-A-Bear. | Source: Build-A-Bear Workshop/The Toy Book
Bearemy is a familiar mainstay. | Source: Build-A-Bear Workshop
Build-A-Bear will drop more special products and collaborations in early 2027. | Source: Build-A-Bear Workshop/The Toy Book
The Vintage Shirt & Hat set can be purchased separately. | Source: Build-A-Bear Workshop/The Toy Book
Consumers can purchase Bearmy now on the Build-A-Bear website, either on its own or dressed in the commemorative outfit. Bearemy’s accessories, including the Vintage Shirt & Hat Set, can also be purchased separately.
In addition to Bearemy, in January 2027, Build-A-Bear will also start rolling out special-edition, exclusive anniversary products, collaborations, and other surprises that honor the brand’s legacy history.
“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,” says Chris Hurt, Chief Executive Officer of Build-A-Bear Workshop. “We are incredibly grateful for the loyalty and memories our fans have shared with us. From one Workshop in St. Louis to more than 650 stores around the world, it is remarkable to see how far we have come. As we look toward our next 30 years, we continue to think bigger, including the opening of our largest Workshop yet at ICON Park in Orlando. We’re just getting started.”
Build-A-Bear Workshop has undeniably been a leader in the plush industry for decades, and the Bearmy relaunch, alongside the celebratory campaign, highlights the brand’s ability to tap into consumers’ nostalgia while also bringing a modern perspective to a new generation.
Visit buildabear.com to stay up to date on any 30th anniversary news.
BUILD-A-BEAR BEAREMY 30TH ANNIVERSARY COLLECTION
This Bearemy collection reimagines the 1999 mascot for a new generation of kids. The lineup includes the Vault Collection Bearemy Teddy Bear Gift Set, Bearemy Teddy Bear with T-Shirt, Hat & Jeans, Bearemy Teddy Bear, and the Build-A-Bear Vintage Shirt & Hat Set.
