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

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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.