Walmart’s new partner brings iconic brand to the retail giant

Since it opened its doors back in 1997, Build-A-Bear Workshop has been located exclusively in malls. Now, the retailer is spreading its wings, launching its highly anticipated “Bluey” collection in Walmart.

In 2025, “Bluey” was the most-streamed title in the U.S. with 45.2 billion minutes of watch time, according to Nielsen. The children’s show only has 154 episodes, most of which are less than 10 minutes long, but its authentic, heartwarming depiction of family life has earned it a massive audience.

Given “Bluey”’s current cultural reign, the collaboration with a beloved childhood retailer like Build-A-Bear makes perfect sense.

But if you’re hoping to get your hands on the drop, you’ll have to act fast — it’s only available for a limited time, and only in select locations.

The Build-A-Bear Workshop and Walmart collaboration

Build-A-Bear Workshop (BBW) launched its first-ever wholesale collaboration with Walmart in mid-March.

The crowning jewel of the collaboration is the “Bluey” collection made in partnership with BBC Studios. The drop includes six of the show’s most-loved characters (Bluey, Bingo, Rusty, Socks, Muffin, and Winton) in Mini Bean and Micro Mini Bean sizes, as well as a full-size Bluey plush.

More retail:

• Fast food giant is coming for Starbucks with fan-approved launch
• Tech retailer announces new stores for the first time in a decade
• Target's plan to win back customers has serious flaw

The licensed toys aren’t the only Build-A-Bear items hitting Walmart’s shelves. A selection of the retailer’s Mini Bean plushes, and all-new, collectable, mystery-pack Micro-Mini Beans are also featured. The full-size iconic Tan Bear rounds out the offerings, bringing a slew of outfit and accessory options along with it for personalization.

The Build-A-Bear toys are being released at 1,500+ Walmarts nationwide, and will only be available until May 15, 2026, or until supply runs out.

Walmart and Build-a-Bear at a glance:

• Build-A-Bear x Bluey: Bluey, Bingo, Rusty, Sock, Muffin, and Winton in Mini Beans and Micro Mini Beans, Bluey in full-size
• Original Mini Beans: An assortment of original Mini Beans including bears, frogs, and axolotls, with select outfits and accessories
• Micro Mini Beans: A new, collectable, mystery box experience available in singles, 3-packs, or 6-packs
• Tan Bear: The iconic Build-A-Bear original in full-size with an assortment of outfits and accessories
• The Build-A-Bear Workshop x Walmart collaboration will run from March 16-May 15, 2026
• Items will be available in 1,500+ stores, as well as online at Walmart.com
  Source: Build-A-Bear Workshop

Build-A-Bear is focusing on expanding its reach

Financially, Build-A-Bear Workshop is thriving. In Q4 FY2026, the company hit a major milestone with more than $500 million in annual revenue, a 7% growth year-over-year.

However, the interactive retailer is facing other headwinds that might affect its profitability over time. Namely, mall traffic. 

According to research from Capital One Shopping, the number of malls in the U.S. declined by 3.08% annually between 2017 and 2022. While there are still 1,200 operational malls nationwide, that number is projected to drop below 900 by 2028.

That’s bad news for a company that relies so heavily on its mall presence. 

Over the past decade, Build-A-Bear has been making a concerted effort to branch out into other retail formats, but growth has been slow. As of February 2026, there were only 64 non-mall experience locations, bringing the total number of workshops (including mall locations) to 662 worldwide.

Related: Classic Disneyland ride to close down indefinitely

“Brand expansion is critical to the long-term growth strategy, and bringing the unique and memorable Build-A-Bear experience to more markets and more consumers worldwide is paramount to achieving that goal,” CEO Sharon John told investors on February’s earnings call. 

Collaborations like this one with Walmart, then, are an important part of the puzzle, allowing the company to get its brand in front of consumers who may frequent malls or live near one of the limited number of stand-alone stores.

"[The collaboration]is a defining growth milestone for Build-A-Bear," the company’s Chief Revenue Officer Dave Henderson said in a statement. "For nearly three decades, we've built our brand around personalization and emotional connection. Launching our first wholesale partnership with Walmart allows us to introduce Build-A-Bear to millions of new guests while staying true to the creativity and individuality that set us apart."

Related: Bath & Body Works makes big change customers will notice right away