Build-A-Bear's Heartfelt Initiative Celebrating Play and Giving Back

On June 11, 2025, Build-A-Bear, the renowned experiential retail brand, marks the International Day of Play with a special initiative called "Play It Forward." This national effort aims to spread joy among children who need it most. For every make-your-own stuffed animal sold today, Build-A-Bear will donate one bear to a child in need, with a goal of distributing up to 10,000 cuddly friends. This generous initiative is facilitated through the Build-A-Bear Foundation, particularly supporting children and classrooms in Title I schools, thereby promoting the importance of play in children's lives.

The International Day of Play, championed by organizations like The Toy Association and supported by Build-A-Bear, focuses on emphasizing the vital role of play in child development. This day serves as a reminder of every child's right to play, which is imperative for their learning and psychosocial well-being. The event unites communities worldwide through local activities and celebrations. Build-A-Bear’s "Play It Forward" demonstrates the brand’s commitment to enriching lives through comfort, connection, and enjoyable play experiences.

Sharon Price John, CEO of Build-A-Bear Workshop and Chair of the Toy Association Board, conveyed the essence of this initiative: "As a brand deeply rooted in play, we recognize the significance and power of this occasion. ‘Play It Forward’ enables us to transform awareness into action, providing our guests a delightful opportunity to impact a child's life significantly."

Beyond the plush toy donations, the Build-A-Bear Foundation has also joined forces with First Book, a nonprofit devoted to supplying books and educational resources to underprivileged children. The foundation is committing over $80,000 to empower educators to access materials focused on health and wellness. This initiative will also see selected teachers receiving surprise plush animals to serve as "reading buddies" in their classrooms, reinforcing the essential link between play and learning. The funding opportunity is available on a first-come, first-served basis until July 31, 2025, or while the funds last.

To elevate the day’s excitement, local Build-A-Bear Workshops will host special events and activities. Guests can enjoy appearances by Bearemy, a beloved costumed character, participate in Build-A-Bear Mini Beans Toss games, and engage with free activity sheets designed to inspire creativity and fun play ideas.

For those looking to join this heartfelt celebration and possibly contribute to a child's happiness, they can find out more about the initiative by visiting buildabear.com.

Since its inception in 1997, Build-A-Bear has cultivated a multi-generational brand known for its mission of "adding a little more heart to life." The brand allows individuals of all ages to create their own unique stuffed animals, making significant memories during the process. Their exceptional hands-on experience across over 600 retail locations has fostered enduring emotional connections with consumers.

The beloved brand’s latest communication campaign, "The Stuff You Love," celebrates its legacy of creating cherished memories through various engaging experiences. In fiscal year 2024, Build-A-Bear Workshop, Inc. (NYSE BBW) reported impressive total revenue of $496.0 million, highlighting its continued growth and popularity.

Notably, the Build-A-Bear Foundation reinforces the brand's commitment to community, aiming to share love and support with children and families in need. The foundation is recognized as a 501(c)(3) organization that primarily focuses on improving children's literacy as a pathway to social and educational equity. Over the years, Build-A-Bear has donated more than $25 million and two million stuffed animals to various charitable endeavors around the globe, showcasing their dedication to making a positive impact.

As Build-A-Bear invites everyone to join the celebration of play and giving back, the heartfelt contribution made through the "Play It Forward" initiative is more than a simple marketing campaign; it symbolizes a commitment to nurturing future generations with love and compassion.

To learn more about the Build-A-Bear Foundation or to support their mission, visit www.buildabearfoundation.org.