Build-A-Bear Workshop Taps Jason Mraz as First-Ever Hug AmBEARsador

National Hug Day is Jan. 21, and Build-A-Bear Workshop has big plans. Singer/songwriter Jason Mraz joined Build-A-Bear to help spread hugs as the retailer’s first-ever Hug AmBEARsador.

An exclusive Jason Mraz bear will be released on Jan. 18, featuring the National Hug Day heart design and Mraz’s signature embroidered on the paw pad. The bear will be available as part of a bundle with an exclusive album, Hugs, Hearts & Happiness, produced in partnership with Go Dog Go! Creative, and including the Build-A-Bear Kids singing Jason Mraz hits. The album will also be available separately and a music video will launch to coincide with the album release.

The National Hug Day efforts will be celebrated in-store with specially-priced furry friends on Jan. 20 and 21. Additionally, an online hub is available for fans to send virtual hugs to anyone.

In the spirit of Mraz’s social efforts, Build-A-Bear is donating $10,000 to the Jason Mraz Foundation, which seeks to uplift humanity through arts education and the advancement of equality. Build-A-Bear is also donating up to 1,000 furry friends plush toys to the foundation to be distributed to children in need.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.