Build-A-Bear x Hello Kitty and Friends Workshop Expands Nationally with New Locations at American Dream and Mall of America

Rhea-AI Summary

Build-A-Bear Workshop (NYSE:BBW) and Sanrio announced a national expansion of the Build-A-Bear x Hello Kitty and Friends Workshop with two new locations set to open at American Dream (East Rutherford, NJ) and Mall of America (Bloomington, MN) in early 2026.

The rollout follows the first location in Los Angeles, which the companies say attracted collectors, families, and Sanrio fans. Each Workshop features themed experiences including character selection, the signature stuffing and Heart Ceremony, and Hello Kitty–inspired outfits and accessories.

Key Figures

New Workshop locations 2 locations American Dream (NJ) and Mall of America (MN) opening in early 2026

First LA Workshop opening Last year Initial Build-A-Bear x Hello Kitty and Friends Workshop in Los Angeles

Quarterly dividend $0.22 per share Dividend payable January 8, 2026

Price change pre-news 9.5% 24h move with price at $57.40 before article publication

Volume vs average 2.42x Today’s volume 932,620 vs 20-day average 384,887

Distance from 52-week high -24.32% Price $57.40 vs 52-week high $75.85

Short interest 13.73% of float Shares sold short relative to 13,126,157 float

Days to cover 4.71 days Based on current short interest and average volume

Market Reality Check

$57.40 Last Close

Volume Volume 932,620 is about 142% above the 20-day average of 384,887, signaling elevated interest ahead of this news. high

Technical Trading about 15% above its 200-day MA of $49.74, reflecting a pre-existing upward trend.

Peers on Argus

Peers showed mixed, mostly modest moves (e.g., OLPX up 6.25%, SBH down 1.72%), while BBW was up 9.5% pre-announcement, suggesting stock-specific strength rather than a sector-wide move.

Historical Context

Date	Event	Sentiment	Move	Catalyst
Nov 20	Earnings call notice	Neutral	+3.6%	Announcement of date and access details for Q3 FY2025 results call.
Nov 12	Dividend declaration	Positive	-0.3%	Quarterly cash dividend of <b>$0.22 per share</b> with January 2026 payment.
Oct 22	Executive appointment	Positive	+0.7%	Hiring SVP of eCommerce & Digital Experiences to drive global digital strategy.
Oct 06	Product collection launch	Positive	-1.7%	Launch of largest Halloween collection, highlighting strong seasonal product lineup.

Pattern Detected

Recent news often leads to modest moves; product/brand launches and dividends have sometimes seen negative next-day reactions, while corporate updates like calls and executive appointments have skewed positive.

Recent Company History

Over the past few months, Build-A-Bear reported a planned Q3 FY2025 earnings release and call on December 4, 2025, announced a recurring cash dividend of $0.22 per share payable on January 8, 2026, and strengthened digital leadership with a new SVP of eCommerce on October 22, 2025. It also promoted its best-selling Halloween collection on October 6, 2025. The current Hello Kitty Workshop expansion continues this theme of brand-driven growth initiatives layered on top of ongoing capital returns and digital investment.

Regulatory & Risk Context

Short Interest

13.73%

0% 15% 30%+

moderate

Short interest at 13.73% of float with 4.71 days to cover indicates a moderately crowded short base, which can amplify reactions to material news in either direction.

Market Pulse Summary

This announcement highlights continued rollout of the Build-A-Bear x Hello Kitty and Friends concept, adding two new Workshops at high-traffic destinations in early 2026. It follows recent initiatives including a $0.22 quarterly dividend and investment in eCommerce leadership. With the share price about 24% below its 52-week high but above the 200-day average, key factors to watch include financial results tied to these locations, same-store performance, and the impact of moderate short interest at 13.73% of float.

Jargon Translator

days to cover

"Days to cover" shows how many days it would take for all investors betting against a stock to buy it back if they wanted to close their bets. It helps gauge how easy or hard it might be to buy back shares and whether a stock could experience sudden price moves. Essentially, it’s a way to see how much selling pressure is built up around a stock.

Form 144

Form 144 is a document that investors must file with the government when they plan to sell a large number of shares of a company's stock. It helps ensure transparency so everyone knows how many shares are being sold and when, which can impact the stock's price.

rule 10b5-1

Rule 10b5-1 is a regulation that allows company insiders to buy or sell their shares at predetermined times, even if they have access to non-public information. It acts like setting a schedule in advance for transactions, helping prevent accusations of unfair trading. This rule provides a way for insiders to plan trades transparently, giving investors confidence that these transactions are not based on hidden information.

schedule 13g

A Schedule 13G is a formal document that investors file with the government when they acquire a large ownership stake in a company, usually for investment purposes rather than control. It helps keep the public informed about who owns significant parts of a company's shares, which can influence how the company is managed and how investors make decisions. Filing this schedule is important for transparency and understanding the ownership landscape of publicly traded companies.

Short interest

Short interest is the number of a company's shares that people have borrowed and sold because they expect the price to drop. It matters to investors because high short interest can mean many people expect trouble (which can be risky), and it can also lead to big price jumps if those sellers rush to buy back shares.

AI-generated analysis. Not financial advice.

Two new Workshops opening in early 2026 following the debut of the first-ever location in Los Angeles

ST. LOUIS, Dec. 4, 2025 /PRNewswire/ -- Build-A-Bear Workshop, the iconic retail experience known for bringing a little more heart to life, and Sanrio®, the global lifestyle brand best known for Hello Kitty®, today announced the national expansion of the Build-A-Bear x Hello Kitty and Friends Workshop with new locations set to open at American Dream in East Rutherford, New Jersey, and Mall of America in Bloomington, Minnesota, in early 2026.

The first Build-A-Bear & Hello Kitty and Friends Workshop opened in Los Angeles last year and quickly became a go-to destination for collectors, families, and devoted Sanrio fans. Its strong appeal made it clear that the experience deserved a broader presence, especially in places that draw millions of visitors from around the world. Both American Dream, just outside New York City, and Mall of America, one of the most visited retail and entertainment destinations in the United States, offer the kind of scale and visibility that make them ideal homes for this next phase of growth.

Each Build-A-Bear x Hello Kitty and Friends Workshop immerses guests in the world of Hello Kitty, with signature touches from both brands throughout, including pink shopping bags and aprons, custom Cub Condos, and more. Guests choose their favorite character, take part in the iconic stuffing experience and signature Heart Ceremony, then personalize their new friend with themed outfits, scents, sounds, and accessories inspired by Hello Kitty, Cinnamoroll™, Kuromi™, My Melody™, and the whole crew.

"From the moment we opened in Los Angeles, it was obvious that fans connected with this experience in a meaningful way," said Chris Hurt, Chief Operating Officer Build-A-Bear Workshop. "Bringing the Build-A-Bear & Hello Kitty and Friends Workshop to American Dream and Mall of America gives us the opportunity to welcome guests from around the world who travel to these iconic destinations throughout the year."

"This partnership with Build-A-Bear brings our characters to life in a way only the Workshop experience can," said Jill Koch, SVP of Brand Management and Marketing at Sanrio, Inc. "The success in Los Angeles proved how powerfully fans connect with this hands-on, heart-filled approach, and expanding to American Dream and Mall of America lets us deepen that connection and create unforgettable moments for fans of all ages."

These new Workshops continue to expand the one-of-a-kind Build-A-Bear x Hello Kitty and Friends experience to fans across the country. For generations who grew up with Build-A-Bear's heart and Hello Kitty's bow, this is where nostalgia meets new memories by always adding a little more heart to life.

To explore the current Build-A-Bear x Hello Kitty & Friends collection visit buildabear.com.

About Build-A-Bear

Since its beginning in 1997, Build-A-Bear has evolved to become a beloved multi-generational brand focused on its mission to "add a little more heart to life," where guests of all ages make their own "furry friends" in celebration and commemoration of life moments. Guests create their own stuffed animals by participating in the stuffing, dressing, accessorizing, and naming of their own teddy bears and other plush toys based on the Company's own intellectual property and in conjunction with a variety of best-in-class licenses. The hands-on and interactive nature of our more than 600 company-owned, partner-operated and franchise experience locations around the world, combined with Build-A-Bear's pop-culture appeal, often fosters a lasting and emotional brand connection with consumers and has enabled the Company to expand beyond its retail stores to include e-commerce sales on www.buildabear.com and non-plush branded consumer categories via out-bound licensing agreements with leading manufacturers, as well as the creation of engaging content via Build-A-Bear Entertainment (a subsidiary of Build-A-Bear Workshop, Inc.). The brand's newest communications campaign, "The Stuff You Love," commemorates more than a quarter-century of creating cherished memories worldwide. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted consolidated total revenues of $496.0 million for fiscal 2024. For more information, visit the Investor Relations section of buildabear.com.

About Sanrio®

Sanrio® is the global lifestyle brand and home to Hello Kitty®, created in 1974, and many other beloved character brands such as My Melody™, Kuromi™, LittleTwinStars™, Cinnamoroll™, Pompompurin™, gudetama™, Aggretsuko™, Chococat™, Badtz-Maru™ and Keroppi™. Sanrio was founded on the philosophy that a small gift can bring happiness and friendship to people of all ages. Since 1960, this philosophy has served as the inspiration to offer quality products, services and activities that promote communication and inspire unique consumer experiences across the world. Today, Sanrio's business extends into the entertainment industry with several content series, gaming offerings and theme parks. Sanrio boasts an extensive product lineup which is available in over 130 countries. Sanrio hopes to bring smiles to everyone's faces with their vision of "One World, Connecting Smiles." To learn more about Sanrio, please visit www.sanrio.com and follow @sanrio and @hellokitty on Facebook, Instagram, Twitter, TikTok, Pinterest and subscribe to the Hello Kitty and Friends YouTube Channel.

About Mall of America
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America with more than 500 world-class retail stores and restaurants; Nickelodeon Universe, a 7-acre indoor theme park; SEA LIFE Minnesota Aquarium; FlyOver America; Crayola Experience; and more. The Mall opened in 1992 and is located in Bloomington, Minn., minutes from downtown Minneapolis and St. Paul and adjacent to MSP International Airport. Follow Mall of America on Facebook, Instagram, X, and TikTok. Listen to So Much More – a Mall of America podcast, on all major platforms or watch on YouTube. Download the Mall of America app from the App Store for iOS or Google Play for Android.

About American Dream 

American Dream, developed by Triple Five Group, is an unparalleled mix of world-class entertainment, retail and dining, comprising more than 3-million square feet just minutes away from New York City in East Rutherford, New Jersey. American Dream is home to leading attractions, including DreamWorks Water Park, Nickelodeon Universe Theme Park, Ninja Kidz Action Park, Sesame Street Learn & Play, THE GAMEROOM Powered by Hasbro, New Jersey Hall of Fame, LEGOLAND Discovery Center, SEA LIFE Aquarium, Big SNOW Ski Hill, Dream Wheel – a 300-foot observation wheel overlooking the NYC skyline. American Dream's immersive luxury shopping and dining experience – The Avenue – features Saks Fifth Avenue, Hermès, Rolex, Cartier, Watches of Switzerland, Saint Laurent, Tiffany & Co., Gucci, Balenciaga, Dolce & Gabbana, Ferrari, Gentle Monster, Canada Goose, Carpaccio, a fine-dining Italian restaurant, and much more. The retail and dining collection is further expanded with flagship locations for Aritzia, H&M, PRIMARK, Uniqlo, Sephora and Zara; as well as the Toys"R"Us global flagship, the only standalone location in the U.S, the first-ever MrBeast Burger restaurant, world renowned chef Marcus Samuelsson's Marcus Live! and the world's first and only "candy department store," IT'SUGAR. American Dream also hosts major events and activations in partnership with celebrities and leading brands, including the NBA, WWE, Club World Cup, the New York Giants, Nintendo, Dragon Ball, the Jonas Brothers, Tom Brady, Kendrick Lamar & SZA, MrBeast, and more.

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SOURCE Build-A-Bear Workshop

FAQ

When will Build-A-Bear (BBW) open the new Hello Kitty Workshops at American Dream and Mall of America?

Both new Build-A-Bear x Hello Kitty and Friends Workshops are scheduled to open in early 2026.

Which characters will be available at the Build-A-Bear x Hello Kitty Workshop locations (BBW)?

Guests can choose from Hello Kitty, Cinnamoroll, Kuromi, My Melody, and other Sanrio characters.

What experiences will visitors find at the Build-A-Bear x Hello Kitty & Friends Workshops (BBW)?

Each Workshop offers the stuffing experience, the signature Heart Ceremony, themed outfits, scents, sounds, and custom accessories.

Why did Build-A-Bear choose American Dream and Mall of America for expansion (BBW)?

The locations were chosen for their high visitor scale and visibility as major retail and entertainment destinations.

Does Build-A-Bear (BBW) provide financial guidance or revenue impact from the Hello Kitty Workshop expansion?

No financial figures or guidance related to the new Workshop openings were provided in the announcement.