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Build-A-Bear Workshop has launched a wholesale partnership with Walmart, according to a company press release.

Walmart will offer Build-A-Bear Mini Beans, collectible Micro Mini Beans, the classic Tan Bear and a Build-A-Bear x Bluey collection in partnership with BBC Studios.

The in-store Build-A-Bear experience can be found in over 1,500 Walmart stores in the U.S. as well as on the big-box retailer’s website. Products will be available through May 15 while supplies last.

A partnership with Walmart is a “major new distribution milestone” for the nearly 30-year-old Build-A-Bear brand, according to the company.

While Build-A-Bear Workshop locations are central to the company’s experience, “Walmart reaches customers who may not live near a store, may not typically shop specialty retail, or may be discovering Build-A-Bear for the first time,” Dave Henderson, chief revenue officer of Build-A-Bear, said in an email to Retail Dive. “It significantly expands our reach and introduces the brand to new audiences in a convenient, familiar environment.”

The experience at Walmart is meant to complement the toy company’s core store experience. At Walmart, shoppers can personalize their animal’s look with outfits and accessories. Mini Beans come with hang tags that are inspired by the brand’s birth certificate offering.

Products will be available at Walmart during the spring season because it is a “key seasonal window” when families are shopping for gifts.

“We've built our brand around personalization and emotional connection,” Henderson said in a statement. “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."

Build-A-Bear has released products with other retailers in the past, including Fanatics.

Build-A-Bear this month reported an increase in fourth quarter revenues of 2.7% to more than $154 million. For fiscal 2025, total revenues increased 6.7% year over year to nearly $530 million. The brand also announced its current CEO Sharon Price John will retire in June and be succeeded by Chief Operations and Experience Officer Chris Hurt.

A number of C-suite additions have been made in recent years to help grow Build-A-Bear’s global presence, including a chief brand officer, chief revenue officer and chief technology officer.

Last fall, Build-A-Bear brought on former Lego Group executive Carmen Flores as senior vice president of e-commerce and digital experiences.