Build‑A‑Bear Workshop announced that its Mini Beans, Micro Mini Beans and Build‑A‑Bear x Bluey collections will be sold in more than 1,500 Walmart stores nationwide and on Walmart.com, marking the company’s first wholesale partnership with a major retailer.
The launch introduces a high‑margin channel that allows Build‑A‑Bear to sell pre‑stuffed plush and collectible items directly to consumers in a mass‑market setting. By leveraging Walmart’s extensive footprint, the company can tap into a broader customer base, capture impulse purchases and collectible demand, and maintain its core experiential brand through in‑store displays that showcase the “Choose Me, Name Me, Dress Me” journey.
Build‑A‑Bear’s fiscal 2025 results set a new record, with revenue of $529.8 million and a 6.7% year‑over‑year increase. Commercial revenue surged 42.2% in Q4 2025, and the company plans to open at least 50 net new locations in 2026, primarily through its asset‑light, partner‑operated model. These figures underscore the company’s growth momentum and the strategic importance of the Walmart partnership.
Gross margin declined 140 basis points in Q4 2025, largely due to tariffs, but the decline was partially offset by selective pricing actions. Chief Financial Officer Vojin Todorovic noted that the company achieved its fifth consecutive year of record revenue and pre‑tax income, with approximately $11 million in tariff costs that were mitigated through operational excellence and strong store contribution margins.
Chief Revenue Officer Dave Henderson said, “This is a defining growth milestone for Build‑A‑Bear. For nearly three decades, we’ve built our brand around personalization and emotional connection. Launching our first wholesale partnership with Walmart allows us to introduce Build‑A‑Bear to millions of new guests while staying true to the creativity and individuality that set us apart.” President and CEO Sharon Price John added, “We are pleased to report a year of solid revenue expansion, driven by growth across each of our three operating segments. This momentum, even amid external distractions, was further supported by the successful opening of more than 60 net new units across multiple geographies for the second year in a row.”
The announcement was met with a mixed market reaction. While the partnership was viewed as a positive strategic milestone, broader market sentiment tempered enthusiasm, resulting in a muted response from investors.
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