Build-A-Bear Workshop is launching a series of mystery offers this summer to enhance customer engagement and drive sales, starting with a one-day-only promotion on June 17. The first deal, "Feeling the Squeeze? Get a Hug", allows customers to purchase Make-Your-Own Furry Friends for $15 at participating stores in the US, Canada, the UK, Ireland, and online at buildabear.com. This initiative is part of a broader strategy to create anticipation and surprise for guests throughout June and July.

Mystery Deal Series

The mystery deal series will feature weekly reveals through mid-July, with each promotion announced a few days in advance on Build-A-Bear's marketing channels. The offers are designed to align with the trending concept of mystery boxes and blind-box collectibles, but with a focus on deal reveals rather than product surprises. Customers can stay updated by following @buildabear on TikTok, Instagram, and Facebook.

First Offer Details

The inaugural offer on June 17 includes the following specifics:

Company Background

Build-A-Bear Workshop, founded in 1997, operates over 650 company-owned, partner-operated, and franchise locations across more than 30 countries. The brand reported total revenues of $529.8 million for fiscal 2025, marking its fifth consecutive year of record results. The company is listed on the NYSE under the ticker symbol BBW.

Customer Engagement

To maximize customer participation, Build-A-Bear encourages guests to join the Build-A-Bear Bonus Club for rewards and updates on new deals and product launches. The mystery deal series aims to provide families with more opportunities to create memorable experiences together during the summer season.

Build-A-Bear Workshop, Inc. has appointed Chris Hurt as its new Chief Executive Officer, effective June 11, 2026, succeeding Sharon Price John who led the company for 13 years. The leadership transition occurs as the company reported total revenues of $529.8 million for fiscal 2025, representing its fifth consecutive year of record results. Hurt, a veteran executive with over 11 years at Build-A-Bear, most recently served as Chief Operations and Experience Officer and will now focus on driving profitable growth and innovation.

Sharon Price John will remain on the Board of Directors following her tenure as CEO. The Board expressed confidence in Hurt's ability to build on proven strategies and unlock further value for the brand. The company also announced structural changes to its executive leadership team to align with its evolved strategic priorities, including disciplined financial management and operational efficiency.

Executive Leadership Changes

The company implemented immediate updates to its executive leadership structure alongside the CEO transition. These changes are designed to strengthen global operations and accelerate growth across various channels and markets.

Voin Todorovic expands his responsibilities to include enterprise-wide administrative oversight in addition to his existing financial leadership duties. Dave Henderson's appointment as Chief Growth Officer reflects an increased focus on long-term global growth, revenue diversification, and strategic expansion initiatives.

Strategic Focus and Performance

Build-A-Bear operates more than 650 company-owned, partner-operated, and franchise experience locations across over 30 countries. The company's current brand platform, "The Stuff You Love," aims to celebrate nearly 30 years of helping people mark life's meaningful moments. The fiscal 2025 revenue of $529.8 million underscores the effectiveness of its strategies at the intersection of pop-culture trends and retailtainment.

The leadership team is dedicated to advancing experiences, partnerships, and opportunities for innovation. Hurt stated that the company is positioned for strength with a clear strategy, a powerful brand, and a talented global team. The organization remains focused on maintaining its status as a distinctive and beloved company.