Build-A-Bear Plush to Line Walmart ShelvesBuild-A-Bear Plush to Line Walmart Shelves

Brand Activation Consulting secured the deal.

The new range includes DIY plush sets as well as a mini blind-box plush collection.

The Just Play DIY Build-A-Bear Workshop Rainbow Bear and Pink Kitty plush collections offer 10” “furry friends,” a birth certificate, heart locket, fashion outfit and accessories, while the Just Play mini Build-A-Bear Workshop plush blind-box collection contains a 4” plush character and a Build-A-Bear Cub Condo that kids can color and customize.

In August, Build-A-Bear Workshop and Esquire Footwear teamed for slippers at Walmart, with plans for further distribution at Target and Rite Aid this month.

“Many of our most recent in-store collections were created with outbound licensing in mind, and because we believe in these partnerships and products, we integrate outbound product launches into our company marketing plans to present them to our passionate fan base,” says Jennifer Kretchmar, chief product officer, Build-A-Bear Workshop.

“As a nearly 21-year-old company with strong brand affinity, we are encouraged by the ongoing expansion of our outbound licensing program and the interest and excitement from new licensees. We believe these new partnerships and collections will help drive licensing storylines and help us monetize the Build-A-Bear brand for years to come.”

The Build-A-Bear plush lines from Just Play are available now at Walmart stores and online at Walmart.com.