Build-A-Bear Launches Wearable Slushie Plushies Plus Mashimals and Beary Goods
Build-A-Bear launched its first wearable Slushie Plushies with four flavors, hidden clips for crossbody straps, customizable scents and recorded sounds, while expanding into Mashimals and Beary Goods categories. The Summer Stuff You Love line includes Crab 'n' Go Cooler Mashimals and Beary Goods Sun, Palm Tree and Sandcastle plushes.
1. Slushie Plushies Debut
Build-A-Bear introduced its first wearable Slushie Plushies in four flavors—Blue Raspberry Cow, Coconut Lime Koala, Fruit Punch Lobster and Strawberry Lemonade Bear—each featuring hidden clips for crossbody straps, matching scent options and recorded sounds for a sensory experience.
2. Mashimals and Beary Goods Expansion
The Summer collection adds Mashimals like Crab 'n' Go Cooler, Escargot to the Beach, Octopail and Shellcastle, alongside pre-stuffed Beary Goods designs including Wave, Sun, Palm Tree and Sandcastle, all aimed at tapping gifting and customization trends.
3. Retail Rollout and Customization
The new lines are available in over 650 Build-A-Bear Workshops globally and online, with in-store or online Make-Your-Own options and an optional crossbody strap sold separately to turn plush into wearable accessories.
4. Financial Context
Build-A-Bear Workshop reported $529.8 million in total revenues for fiscal 2025, marking its fifth consecutive year of record results, providing a strong financial base for continued product innovation.