Build-A-Bear Workshop Inks Slate of New Deals

Build-A-Bear Workshop has added four new deals to its licensing program with new partnerships from Wheels with Dynacraft, Magna-Tiles magnetic building sets from CreateOn, 5 Surprise Toy Mini Brand Collectables from Zuru and Dough, Construction and Playsets by Gener8.

The new deals were developed by Brand Activation Consulting, the licensing agent of Build-A-Bear Workshop. New products from the partnerships will include a Reversible Heart Surprise Plush and Secret Diary Bear from Just Play and Dynacraft ride-on and bikes. Just Play’s offerings are available in-store now, and Dynacraft products will be available later this month. All other planned items from partners will launch in 2021.

“At a time when families are staying home, theatrical release schedules are uncertain, and the longevity of social media stars is not promised, the newest, tangible licensed offerings from Build-A-Bear are filling a growing gap with an evergreen brand and proven success in their namesake stores, in toy aisles and online,” says Michelle McLaughlin, chief executive officer, Brand Activation Consulting.

The deals add to Build-A-Bear’s growing outbound licensing program. In August, Brand Activation Consulting inked a deal with CreateOn for a line of Build-A-Bear-themed Magna-Tiles.