Just Play Mini Build-A-Bear Workshop

Build-A-Bear constructs DIY sets for Walmart

In a partnership with Just Play, the plush toymaker has launched a collection of build-it-yourself mini blind-boxes and plush sets at the American superstore.
October 5, 2018

American DIY plush company Build-A-Bear and its Florida-based toy licensee Just Play have launched a collection of DIY plush sets and mini blind-boxes exclusively at US Walmart stores and online.

Brokered by licensing agent Brand Activation Consulting, the new toy range features a blind-box collection of four-inch characters that come with a Build-A-Bear Cub Condo, which can be colored and customized.

The DIY Rainbow Bear and Pink Kitty plush sets include a 10-inch toy for at-home assembly, including the stuffing, a heart locket, a birth certificate, an outfit and accessories.

The toy brand has been trying to expand its offerings beyond its own stores of late, launching lifestyle brand Kabu this summer. A new range of cosmetica and health & beauty products from licensee Global Brands Group Beauty is set to launch at retail at the end of this year.

The toyco also is expanding through its existing partnerships with Innovative Designs (stationery), Inno Knits (apparel), H.E.R. Accessories (jewelry and accessories), Rashti & Rashti (baby apparel and sleepwear, gifting and toys), Fast Forward (bags and purses), Shindigz (party goods), Lion Forge Labs (graphic novel) and Underwraps (costumes).

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