#United States #Hello Kitty #Sanrio #Build-A-Bear #East Rutherford, New Jersey and Bloomington, Minnesota

Expansion of the Build-A-Bear x Hello Kitty and Friends Workshop

In an exciting development for fans of adorable plush toys and beloved characters, Build-A-Bear Workshop, known for its interactive shopping experiences, in collaboration with Sanrio, is set to launch two new locations of the Build-A-Bear x Hello Kitty and Friends Workshop. These venues will open at the American Dream in East Rutherford, New Jersey, and the Mall of America in Bloomington, Minnesota, in early 2026, following the first-ever location introduced in Los Angeles in 2025.

A Heartwarming Experience

The Build-A-Bear x Hello Kitty Workshop has already made waves since its debut in the City of Angels, becoming a cherished destination not only for collectors and families but also for die-hard fans of Sanrio's iconic characters. The workshop immerses guests in the enchanting world of Hello Kitty, providing unique customizations that include themed outfits, scents, sounds, and accessories reflecting the charm of characters such as Cinnamoroll, Kuromi, My Melody, and others.

Chris Hurt, the Chief Operating Officer of Build-A-Bear Workshop, emphasized how significant the response to the initial workshop has been. “From the moment we opened our doors in Los Angeles, it was clear that there was a deep connection between the fans and this engaging experience,” he commented. “By bringing the Hello Kitty and Friends Workshop to prime locations like American Dream and Mall of America, we can introduce this delightful experience to international guests traveling to these iconic attractions.”

Significance of New Locations

The selection of these new locations is strategic, as both the American Dream and the Mall of America attract millions of visitors annually. American Dream is a dynamic retail and entertainment hub just a stone's throw from New York City, while Mall of America stands as one of the largest shopping centers in North America, packed with attractions that draw crowds year-round.

The new workshops are designed to create treasured memories, allowing guests of all ages to engage in Build-A-Bear's signature buying experience, from selecting a character to participating in the tactile stuffing process, and culminating in the enlightening Heart Ceremony.

A Deeper Connection with Fans

Jill Koch, Senior Vice President of Brand Management and Marketing at Sanrio, expressed excitement about the partnership, stating, “This collaboration with Build-A-Bear enables our beloved characters to come alive in a way that resonates deeply. The overwhelming success in Los Angeles showcased the power of a hands-on, heartfelt approach to retail. Expanding to American Dream and Mall of America means we can produce unforgettable experiences for fans across different generations.”

As the Build-A-Bear x Hello Kitty experience continues to blossom, it serves as a beautiful fusion of nostalgia for older fans while creating new memorable moments for younger guests. Through these workshops, generations of fans can connect with their favorite characters and make lasting memories.

About Build-A-Bear Workshop

Since its establishment in 1997, Build-A-Bear has transformed into a multi-generational brand on a mission to “add a little more heart to life.” Known for its interactive experiences that allow guests to create their custom stuffed animals, the brand operates over 600 locations worldwide and offers a rich online shopping experience through their e-commerce platform.

The latest marketing campaign, “The Stuff You Love,” underscores their commitment to creating cherished memories while acknowledging their 25-year legacy in retail.

About Sanrio

Founded in 1960, Sanrio is the global lifestyle brand behind Hello Kitty and various other endearing characters. With a mission anchored in spreading happiness through small gifts, Sanrio has cultivated a vast array of products embraced in over 130 countries. Besides retail, Sanrio has expanded into entertainment with content series, gaming, and theme park attractions, continuously delighting fans of all ages around the globe.

To keep updated with the latest happenings of the Build-A-Bear x Hello Kitty workshops and the current collection, visit buildabear.com.