Build-A-Bear Introduces a Whole New Vibe With Mellow Moodies™
Build-A-Bear Workshop (BBW) introduced Mellow Moodies, a new customizable plush collection created specifically for teens and young adults.
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Rhea-AI Summary
Build-A-Bear Workshop (BBW) introduced Mellow Moodies, a new customizable plush collection created specifically for teens and young adults. The first release is available at Build-A-Bear Workshop locations and buildabear.com, with three characters: Huck the Bear, Mateo the Dog and Willow the Fox.
The collection uses the brand's Make-Your-Own experience, allowing customers to add a sound or recorded voice, a scent, outfits and accessories, and complete its Heart Ceremony. Build-A-Bear plans additional Mellow Moodies releases.
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The brand's new collection is created specifically for teens and young adults, bringing distinct personalities, self-expression and cozy energy
Key Points
- Build-A-Bear Mellow Moodies™ is created specifically for teens and young adults, featuring its own personalities, aesthetic and point of view, tapping into a cultural moment around comfort, self-expression and emotional openness.
- From Huck the Bear, the cold-brew-making serial hobbyist, to Mateo the Dog, the playlist guy, and Willow the Fox, the journal-toting stationery lover, each character brings a distinct personality and point of view.
- Mellow Moodies™ is built on Build-A-Bear's Make-Your-Own experience — fans choose their Moodie, add a sound or recorded voice, a scent and accessories, and complete the signature Heart Ceremony, then finish with mix-and-match outfits so every Mellow Moodie is truly their own.
- The first Mellow Moodies drop is available today, October 8, at Build-A-Bear Workshop locations and buildabear.com.
The Mellow Moodies live in a laid-back, walkable world of indie coffee shops, mural-lined streets, record shops and sunny stoops, with nowhere they need to be in a hurry. Each one has their own look, personality and plenty of aura — which is exactly what makes this group work. Whether they're thrift-flipping, turning a park hang into a photo shoot or just spending a slow afternoon together, the Mellow Moodies are all about individuality, friendship and feeling good.
Each Mellow Moodie is "Make-Your-Own," the cornerstone of the Build-A-Bear experience. Fans bring their Mellow Moodies to life the true Build-A-Bear way — choosing their Moodie, adding a recorded sound or voice, selecting a favorite scent, and finishing with the beloved Heart Ceremony before styling them in mix-and-match outfits and accessories. They're soft enough to hug and cool enough to collect.
Find Your Mellow Moodies:
- Huck the Bear — The serial hobbyist of the group. One week he's tending houseplants, the next he's perfecting his cold brew recipe. Curious, cozy and always ready to match your vibe.
- Mateo the Dog — The always-chill music guy with a playlist for every mood and occasion. Kind, resourceful, and the friend who keeps everyone grounded.
- Willow the Fox — Calm, confident and never far from her journal. A stationery lover and old-school letter writer who would absolutely love to be your pen pal.
"At Build-A-Bear, we've always known that a furry friend can be a form of self-expression, connection and comfort," said Kim Utlaut, Chief Brand Officer, Build-A-Bear. "Mellow Moodies takes that idea somewhere new for us, with a collection created for a generation that embraces how they feel and is unapologetic about what brings them joy."
The first Mellow Moodies drop is available today, October 8, at Build-A-Bear Workshop locations and buildabear.com.
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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
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SOURCE Build-A-Bear Workshop