Build-A-Bear Workshop has entered the wholesale market for the first time in its nearly 30-year history, securing a distribution agreement with Walmart. 

While the brand is known for its interactive ‘make-your-own’ process, this wholesale expansion introduces a line of pre-stuffed plush toys and accessories designed for mass-market retail.

“This is a defining growth milestone for Build-A-Bear,” said Dave Henderson, chief revenue officer of Build-A-Bear Workshop.

“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.”

The collection is available at select Walmart stores nationwide and on the supermarket’s website and will remain available through May 15. 

Last week, Build-A-Bear Workshop President and CEO Sharon Price John announced her plans to step down later this year as part of the company’s multi-year succession plan.