Build-A-Bear Workshop is expanding its experiential retail footprint with two new destinations in London and Orlando, Florida, featuring a partnership with Hard Rock Cafe and immersive specialty shops inspired by licensed and proprietary IPs.
Beginning Oct. 26, Build-A-Bear will open a store experience inside Hard Rock Cafe Piccadilly Circus in London, marking the first retail partnership of its kind for Hard Rock Cafe. The location will bring Build-A-Bear’s signature Make-Your-Own experience to the restaurant, allowing guests to create furry friends to accompany them during their meal.
“This collaboration represents the coming together of two brands built on creating unforgettable memories,” says Chris Hurt, Chief Executive Officer of Build-A-Bear Workshop. “We’re creating a one-of-a-kind destination in the heart of London that will inspire connection, self-expression, and fun for guests of all ages.”
The collaboration introduces exclusive merchandise inspired by Hard Rock Cafe’s signature apparel. Guests can dress their bears in miniature replicas of the Hard Rock Cafe London Classic Tee and Hoodie. A commemorative pin set features a traditional collector pin and a matching bear-sized companion pin.
“Piccadilly Circus welcomes millions of visitors from around the world each year, making it the perfect setting for this exciting collaboration,” said Eric Martino, President of Hard Rock Cafe and Retail. “By bringing Build-A-Bear’s beloved interactive experience into our Cafe, we’re creating another memorable reason for families, travelers, and fans to visit, explore, and make lasting memories together.”
Meanwhile, Build-A-Bear is preparing to open a multi-level Workshop at ICON Park in Orlando Nov. 5. The destination will feature three themed specialty shops: the first Build-A-Bear x Pokémon Workshop, the fourth Build-A-Bear x Hello Kitty and Friends Workshop, and the debut of Promise Pets by Build-A-Bear Workshop.
The Pokémon Workshop features collectible plush, apparel, exclusive product experiences, and photo opportunities in an environment designed for fans of the franchise.
“Pokémon has always been about exploration, discovery, and the joy of connection, and this new Build-A-Bear experience at ICON Park will bring those elements to life,” explains Amy Sachtleben from The Pokémon Company International. “We’re excited for our fans to step into a space designed just for Trainers, where they can celebrate their love of Pokémon through Build-A-Bear’s distinct make-your-own experience, while creating unforgettable moments.”
The Hello Kitty and Friends Workshop will feature pink-themed visuals, custom fixtures, and a curated assortment of plush available exclusively at ICON Park. The location follows three previous Build-A-Bear x Hello Kitty and Friends Workshops.
“Having our fourth collab store inside Build-A-Bear’s most iconic Workshop yet creates a powerful new stage to engage fans and bring our characters to life in fresh, immersive ways,” shares Jill Koch, Chief Brand Officer, Sanrio.
Promise Pets will introduce an adoption-inspired experience centered on nurturing play. Guests will be able to adopt plush companions through an interactive environment designed to encourage imagination, empathy, and storytelling.
“Promise Pets is one of our most successful original concepts because it captures what Build-A-Bear does best: turning personalization, storytelling, and emotional connection into a meaningful experience for guests,” said Kim Utlaut, Chief Brand Officer of Build-A-Bear Workshop. “Bringing this proprietary brand to ICON Park gives us a powerful way to showcase the strength of our own IP alongside beloved licensed franchises, while creating an adoption-inspired destination that adds even more heart, play, and imagination to the overall Workshop experience.”
The Orlando location combines the company’s signature personalization experience and Heart Ceremony with themed environments designed around exploration and play. Additional details about the Nov. 5 grand opening celebration will be announced in the coming weeks.
Both openings reflect Build-A-Bear’s continued investment in destination retail and strategic partnerships. The company currently operates more than 650 company-owned, partner-operated, and franchise experience locations across more than 30 countries.
