Build-A-Bear Workshop Strikes First Wholesale Deal, Launches Mini Beans in 1,500+ Walmarts
Build-A-Bear Workshop has launched its first wholesale partnership with Walmart, introducing Mini Beans, Micro Mini Beans and a Build-A-Bear x Bluey collection in over 1,500 stores nationwide through May 15. This is the brand’s first major distribution milestone, unlocking a new revenue stream beyond retail and e-commerce channels.
1. Wholesale Partnership Launch
Build-A-Bear Workshop has entered its first wholesale partnership with Walmart, placing its collectible Mini Beans, Micro Mini Beans and Build-A-Bear x Bluey collection in over 1,500 stores nationwide from March 16 through May 15. This milestone marks the retailer’s debut in big-box distribution.
2. Product Line and Collectibility
The Walmart assortment includes mystery-pack Micro Mini Beans in singles and multi-packs, original Mini Beans with personalized outfits and accessories, and full-size Build-A-Bear x Bluey plush. The blind-bag format and customization options aim to drive repeat purchases and tap growing collectibility trends.
3. Growth Outlook and Financial Implications
This wholesale channel complements Build-A-Bear’s 650+ experience locations and e-commerce platform, potentially boosting fiscal 2026 top-line growth. The company reported $529.8 million in fiscal 2025 revenues, its fifth consecutive record year, positioning it to leverage expanded mass-market reach.