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Build-A-Bear Workshop is marking its 30th anniversary with a re-release of Bearemy, a plush based on the company’s 1999 mascot, and a yearlong campaign called “30 Years of the Stuff You Love.” The company says $3 from each Bearemy sold from Oct. 27 through Dec. 31 will go to the Build-A-Bear Foundation; additional anniversary products and collaborations are planned from January 2027.
Build-A-Bear Workshop is marking its 30th anniversary with a re-release of Bearemy, its mascot introduced in 1999, and a yearlong campaign featuring anniversary products and other planned releases. The company says $3 from each Bearemy sold from Oct. 27 through Dec. 31 will be donated to the Build-A-Bear Foundation, a U.S. nonprofit.
The returned plush is a new version of the 1999 mascot, which Build-A-Bear describes as a tribute to its early years and a way to introduce the brand to a new generation of children. The campaign is titled “30 Years of the Stuff You Love.” According to the product information published by The Toy Book, Bearemy can be bought on the Build-A-Bear website on its own or with a commemorative outfit.
The listed collection includes a Vault Collection Bearemy Teddy Bear Gift Set, a Bearemy bear with a T-shirt, hat and jeans, the bear by itself, and a vintage shirt-and-hat accessory set that is also sold separately. The reported retail price range is $18 to $89.50, depending on the product, and the stated age recommendation is 2 and older.
The donation offer has a defined window: Oct. 27 to Dec. 31. The source material does not specify a donation cap or provide a projected total. Build-A-Bear says the anniversary campaign will continue beyond the Bearemy launch, with special-edition products, collaborations and other surprises scheduled to begin rolling out in January 2027.
A Mascot Returns for a Milestone
The Bearemy relaunch gives Build-A-Bear’s anniversary campaign a product tied directly to the company’s history, rather than relying only on a general celebration. For longtime customers, the 1999 mascot connects the new release with the brand’s early identity; for newer customers, it is being presented as an introduction to that history. That appeal to both audiences is the company’s stated framing, not evidence of how customers will respond.
The campaign also links sales of the featured plush to a charitable contribution. Buyers can see a specific amount—$3 per Bearemy—and a stated donation period, although the available information does not give the Foundation’s intended use for the funds or a target amount. The broader anniversary schedule may matter to collectors and gift buyers, but details on later products and collaborations have not yet been released.
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From One Workshop to a Global Brand
Build-A-Bear’s anniversary marks 30 years in business. In a statement carried by The Toy Book, CEO Chris Hurt described the company’s growth from one Workshop in St. Louis to more than 650 stores around the world. Those figures are attributed to the company through the report; the source material does not provide a date-by-date store count or further breakdown.
Hurt also pointed to a planned expansion of the retail experience: the company is looking toward the opening of its largest Workshop yet at ICON Park in Orlando. The report does not state an opening date. The anniversary is therefore being presented alongside both a look back at the brand’s mascot and plans for future products and retail development.
““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.””
— Chris Hurt, Build-A-Bear Workshop CEO
Donation and Release Details Pending
The announced donation is $3 per Bearemy sold within the stated Oct. 27–Dec. 31 period, but the source material does not say whether there is a maximum contribution, when the Foundation will receive the funds, or which programs they will support. It also does not provide sales figures for the plush.
Further details remain open for the January 2027 anniversary releases: Build-A-Bear has not named the products, collaborators, launch dates or prices. The planned ICON Park Workshop’s opening timing is also not specified. The report gives no information about how long Bearemy will remain available or whether the current collection will be restocked.
More Anniversary Releases in 2027
Build-A-Bear says it will begin rolling out special-edition and exclusive anniversary products, collaborations and other surprises in January 2027. The company has not yet provided a detailed release calendar, so shoppers and collectors will need to wait for product announcements for specific names, prices and availability.
For the current release, consumers can check the Build-A-Bear website for Bearemy and the listed accessories. The donation window runs through Dec. 31, according to the company information reported by The Toy Book. Further updates on the anniversary campaign and the proposed ICON Park Workshop may clarify the schedule and scope of the plans.
Key Questions
What is Build-A-Bear releasing for its 30th anniversary?
The company has brought back Bearemy, a plush based on its 1999 mascot, as part of the “30 Years of the Stuff You Love” campaign. The reported collection includes the bear, clothing and accessories, and a gift set.
How much of each Bearemy sale goes to charity?
Build-A-Bear says $3 per Bearemy sold will go to the Build-A-Bear Foundation from Oct. 27 through Dec. 31. The available source does not state a cap or explain how the Foundation will use the proceeds.
How much does the anniversary collection cost?
The Toy Book lists a price range of $18 to $89.50 for the collection. The price varies by item; the source does not provide a separate price for every product in its text.
When will other anniversary products be released?
Build-A-Bear says it plans to start rolling out special-edition products, collaborations and other surprises in January 2027. Specific items and dates have not been announced in the source material.
Source: toybook.com
