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:
| Offer Feature |
Details |
| Promotion Name |
Feeling the Squeeze? Get a Hug |
| Price |
$15 (US), $15CDN (Canada), £15 (UK), €15 (Ireland) |
| Availability |
Participating locations and online |
| Exclusions |
Licensed and Giant furry friends |
| Limit |
5 per guest |
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.