HeartBox Little Bit of Sunshine Box | Source: Build-A-Bear Workshop

Build-A-Bear Workshop is entering the world of adult gifting.

The company known for its colorful mall stores and plush teddy bears launched a new gifting solution for grownups called HeartBox. The direct-to-consumer (D2C) brand offers four specially curated, themed gift boxes geared toward what the company calls “adult-to-adult gifting occasions.”

“HeartBox is being launched and was conceptualized as a new gifting initiative within Build-A-Bear’s multi-dimensional product suite,” says Build-A-Bear Workshop President and CEO Sharon Price John. “Each themed gift box includes a range of coordinated products including an exclusive teddy bear that can be customized with a recorded message on a voice chip making HeartBox a distinctive choice that will not only delight the recipient but capture the hearts of the large number of consumers participating in the adult-to-adult gift-giving and gift box market which has been meaningfully expanding over the past few years.”

Source: Build-A-Bear Workshop

Related: Holiday Retail Sales Spiked 14.1% in 2021, NRF Says

At launch, HeartBox offers four boxes: The Romantic at Heart Box, Little Bit of Sunshine Box, Hooray! It’s Your Birthday Box, and the You’re the Best Box.

Build-A-Bear Workshop says that more themed boxes will be added throughout the year at giftheartbox.com.

About the author

James Zahn

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.