Build-A-Bear Debuts Its First-Ever Wearable Plush as It Expands into Three New Categories

Build-A-Bear (NYSE:BBW) launched its Slushie Plushies wearable plush and a Summer Stuff You Love collection on May 7, 2026.

Rhea-AI Summary

Build-A-Bear (NYSE:BBW) launched its Slushie Plushies wearable plush and a Summer Stuff You Love collection on May 7, 2026.

The rollout introduces wearable clips, customizable scents and sounds, new Mashimals mash-up line, Beary Goods pre-stuffed format, Mini Beans, bag charms, and omnichannel availability in stores and online.

Positive

• Introduced first-ever wearable plush format (Slushie Plushies)
• Expanded product portfolio with Mashimals and Beary Goods formats
• Launched collection on May 7, 2026 across stores and online

Negative

• None.

Argus May 7 session

+0.67% close to close Open Argus

Details

News Market Reaction – BBW

On May 7, the day this news came out, BBW closed 0.67% above the previous close.

Data tracked by StockTitan Argus for the May 7 session.

Market Context

This announcement extends Build-A-Bear’s focus on innovation with Slushie Plushies, Mashimals and Be...

Analysis

This announcement extends Build-A-Bear’s focus on innovation with Slushie Plushies, Mashimals and Beary Goods, adding wearable and stylized plush formats for summer. It follows recent initiatives like the Walmart wholesale debut and character-driven campaigns, indicating ongoing product and channel expansion. Investors may watch how these formats contribute to revenue alongside prior fiscal 2025 results of $529.8 million in revenue and $81.3 million in EBITDA, as well as upcoming leadership changes highlighted in the proxy.

Key Figures

Fiscal 2025 revenue: $529.8 million Fiscal 2025 EBITDA: $81.3 million Market value (non-affiliates): $649.5 million +5 more

Fiscal 2025 revenue

$529.8 million

Consolidated total revenues for fiscal 2025 from DEF 14A

Fiscal 2025 EBITDA

$81.3 million

Consolidated EBITDA for fiscal 2025 from DEF 14A

Market value (non-affiliates)

$649.5 million

Aggregate market value of common stock held by non-affiliates as of Aug 2, 2025

Reference share price

$49.36

NYSE closing price used for market value on Aug 2, 2025

Shares outstanding

12,580,479

Common shares issued and outstanding as of Apr 14, 2026

Restricted stock grant

5,916 shares

Restricted stock granted to Yevgeny Fundler vesting 2027–2029

Retention grant

8,872 shares

Restricted stock retention grant to David D. Henderson vesting over time

Performance share payout

1,182 shares

Restricted stock from earned performance share award to J. Christopher Hurt

Historical Context

5 past events · Latest: May 01

5 events

1. May 01

   CEO transition news

   24h Move

   -2.5%

   Carter’s leadership change with outlook confirmation, modest negative reaction.

2. Apr 14

   Licensing campaign launch

   24h Move

   +2.2%

   Yearlong Eevee Evolutions plush campaign with rotating limited-time releases.

3. Apr 09

   New collection launch

   24h Move

   -1.6%

   Promise Pets collection tied to National Pet Day and caretaking themes.

4. Apr 01

   Special-edition product

   24h Move

   -1.0%

   Limited-run Alien Cow plush following an April Fools’ campaign.

5. Mar 16

   Wholesale expansion

   24h Move

   -3.7%

   First wholesale partnership with Walmart featuring Mini Beans and co-branded lines.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

restricted stock, performance share award, retention grant, clawback policy

4 terms

restricted stock financial

"received equity compensation in the form of restricted stock awards"

Shares granted to an individual that carry limits on transfer or sale until certain conditions are met, such as staying with the company for a set time or hitting performance targets. Think of them as a locked gift that gradually opens; for investors they matter because they affect how many shares may enter the market later, signal management incentives and potential dilution, and reveal confidence in future company performance.

performance share award financial

"upon payout of an earned performance share award tied to fiscal 2023, 2024 and 2025"

A performance share award is a type of executive or employee pay that grants company stock only if predefined performance goals are met over a set period. Think of it as a bonus paid in shares—similar to a savings payout that arrives only if certain targets are hit—so it aligns management incentives with company results and can affect future share count and shareholder value. Investors watch these awards because they influence executive behavior, potential dilution of shares, and signals about expected performance.

retention grant financial

"plus a separate retention grant of 8,872 restricted shares that vest over time"

A retention grant is a promise by a company to give an employee future pay or stock if they remain employed for a set period or meet specific conditions, functioning like a delayed bonus to discourage departures. For investors, retention grants signal efforts to keep key staff and shape management behavior, while also creating future compensation expense and potential share dilution that can affect earnings and shareholder value.

clawback policy financial

"stock ownership guidelines, a clawback policy, and an age-based director retirement"

A clawback policy is a company rule that lets the firm take back pay, bonuses or stock awards from current or former executives if results are later found to be incorrect, misconduct occurred, or targets were missed. It matters to investors because it helps protect the value of their holdings by discouraging risky or fraudulent behavior and ensuring executive rewards reflect real, verified performance—think of it as a return policy for executive pay.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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The retailtainment brand introduces a creative twist on summer with new Slushie Plushies, Mashimals and Beary Goods

ST. LOUIS, May 7, 2026 /PRNewswire/ -- Build-A-Bear Workshop, Inc., the iconic retail brand known for "adding a little more heart to life," today launched Slushie Plushies, its first-ever wearable plush, alongside its Summer Stuff You Love collection. The summer collection features the brand's new Mashimals and Beary Goods innovation, marking expansion into formats built around consumer trends, gifting, customization and style.

Inspired by nostalgic summer drinks and bold, color-driven aesthetics, Slushie Plushies are a Make-Your-Own collection that turns slushie flavors into customizable furry friends, including the electric Blue Raspberry Cow, tropical Coconut Lime Koala, bold Fruit Punch Lobster, and Strawberry Lemonade Bear. Each can be customized in-store or online with a matching scent that captures the drink it's named for and a recorded sound, for a full sensory experience.

The Slushie Plushies each come with hidden clips that can be attached to an optional crossbody strap sold separately, turning the plush into something you wear, not just cuddle. The lineup extends into Mini Beans, including Strawberry Axolotl, Pineapple Pig and Coconut Lime Koala, along with bag charms featuring Mango Monkey, Blueberry Capybara, and Pineapple Pig, all made for layering and styling.

"We're seeing a real shift in how our guests engage with plush; it's no longer just something you own, it's something you style and show off," says Kim Utlaut, Build-A-Bear Senior Vice President, Chief Brand Officer. "Slushie Plushies tap into that, introducing a wearable format that brings plush into the world of personal style."

Build-A-Bear is also launching its Summer Stuff You Love collection, a cheerful assortment of plush inspired by sunny days, beachside adventures, and carefree summer moments. Featuring bright colors, expressive characters, and playful details, the collection brings summer to life through soft, huggable plush made for imaginative play. With Build-A-Bear's signature personalization at the heart of the experience, kids and families can create a summer-ready furry friend designed to travel wherever memories are made.

The Summer Stuff You Love collection includes two new formats as well as other furry friends inspired by summertime:

• Mashimals: A Make-Your-Own line that mashes animals with unexpected objects, including a Crab 'n' Go Cooler Mashimal, Escargot to the Beach Mashimal, Octopail Mashimal, and Shellcastle Mashimal. These are the plush you didn't know you needed until you saw them.
• Beary Goods: A pre-stuffed line that turns simple summer moments into loveable plush characters featuring the brand's beloved bear face. From beach days to backyard escapes, each piece feels recognizable and instantly fun, including Beary Goods Wave, Beary Goods Sun, Beary Goods Palm Tree, and Beary Goods Sandcastle.
• Additional furry friends in the collection include Too Cute Toucan, Chummy Shark, an online-exclusive Lightning Bug, and summertime Mini Beans.

The collection rolls out today in Build-A-Bear Workshops and online, bringing a fresh lineup of plush and new formats to guests throughout the summer season.

Please find additional image assets here. 

About Build‑A‑Bear Workshop, Inc.  

Founded in 1997, Build‑A‑Bear is a leading global retailtainment brand on a mission to add a little more heart to life. At Build-A-Bear, guests are invited to create personalized furry friends through a unique stuffing, dressing, accessorizing and naming process, accentuated by a memorable "heart ceremony" that creates moments of connection for people of all ages. 

Over the years, Build‑A‑Bear has grown into a multi‑generational phenomenon, positioned at the intersection of pop‑culture trends. Beyond its signature retail experience, the brand also offers pre‑stuffed plush, gifting, partnerships with best‑in‑class licensed and collectible characters, and original storytelling through Build‑A‑Bear Entertainment, LLC.  Build‑A‑Bear's current brand platform and message, "The Stuff You Love," crosses ages and cultures while celebrating nearly 30 years of helping people mark life's meaningful moments. 

Today, Build‑A‑Bear operates more than 650 company-owned, partner-operated and franchise experience locations across more than 30 countries, complemented by buildabear.com. Build‑A‑Bear Workshop, Inc. (NYSE: BBW) reported $529.8 million in total revenues for fiscal 2025, representing the company's 5th consecutive year of record results. Learn more at the Investor Relations section of buildabear.com. 

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SOURCE Build-A-Bear Workshop

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What are Slushie Plushies from Build-A-Bear (BBW) and how do they work?

Slushie Plushies are Build-A-Bear's first wearable plush line with hidden clips for optional straps. According to Build-A-Bear, each is customizable with matching scents and recorded sounds and can be clipped to a separately sold crossbody strap for styling.

When did Build-A-Bear (BBW) release the Summer Stuff You Love collection?

Build-A-Bear released the Summer Stuff You Love collection on May 7, 2026. According to Build-A-Bear, the collection includes Mashimals, Beary Goods, Mini Beans, bag charms, and online-exclusive items for summer play and gifting.

What are Mashimals and Beary Goods in the BBW summer collection?

Mashimals are Make-Your-Own mash-up plush combining animals and objects; Beary Goods are pre-stuffed summer-themed bears. According to Build-A-Bear, both formats emphasize personalization and summer-inspired characters like Crab 'n' Go Cooler and Beary Goods Wave.

Where can customers buy the new Build-A-Bear (BBW) summer items and accessories?

Customers can buy the new items in Build-A-Bear Workshops and online starting May 7, 2026. According to Build-A-Bear, some accessories like the crossbody strap are sold separately and select designs are online-exclusive.