ST. LOUIS – Build-A-Bear Workshop has introduced a new plush toy line that blends childhood nostalgia with the brand’s signature interactive retail experience. The Frosted Animal Cookie Collection, inspired by the iconic pink and white frosted animal cookies topped with colorful sprinkles, transforms the beloved snack into a range of playful, customizable plush toys.
The new collection brings the sweet, whimsical design of the classic cookie into the world of Build-A-Bear’s make-your-own stuffed animals. Featuring frosting-inspired pastel colors, sprinkle-style detailing and soft plush textures, the toys are designed to capture the cheerful spirit of the nostalgic treat while maintaining the brand’s focus on creativity and personalization.
The collection includes two main plush characters the Frosted Animal Cookie Giraffe and Frosted Animal Cookie Camel—which are available in Build-A-Bear’s well-known interactive format. Guests visiting Build-A-Bear Workshop locations or shopping online can create their own plush by participating in the brand’s signature process of stuffing, dressing, accessorizing and naming their chosen character.
In addition to the main plush animals, the collection also features three smaller Mini Beans™ plush toys inspired by the same sweet theme. These miniature versions include a giraffe, camel and lion, offering fans smaller collectible options that still capture the colorful frosting aesthetic.
Customization remains at the heart of the Build-A-Bear experience, and the Frosted Animal Cookie Collection includes a range of accessories designed to complement the playful concept. Guests can dress their plush toys in themed clothing such as a tutu skirt, dress or party hat inspired by the colorful cookie design. A specially created Frosted Animal Cookie scent is also available, allowing customers to add a sweet fragrance to their plush toy for an even more immersive and sensory experience.
The launch reflects Build-A-Bear’s broader brand strategy centered on emotional connections and meaningful experiences. The company’s current brand platform, “The Stuff You Love,” highlights the joy people feel when celebrating special moments, revisiting fond memories and creating personalized keepsakes.
By drawing inspiration from a nostalgic snack that many consumers associate with childhood, the new collection taps into the growing trend of retro-inspired designs and pop culture references in consumer products. The playful aesthetic is intended to appeal to children as well as adults who enjoy collectible items and sentimental reminders of childhood treats.
The Frosted Animal Cookie Collection is available at participating Build-A-Bear Workshop retail locations and through the company’s online store while supplies last. The brand has also encouraged fans to follow its social media channels for additional product announcements and updates related to future launches.
Founded in 1997, Build-A-Bear Workshop has grown into a globally recognized retail brand known for its interactive approach to toy creation. Unlike traditional toy retailers, Build-A-Bear invites guests of all ages to participate in the process of creating their own stuffed animals. Customers can choose a plush character, fill it with stuffing, add clothing and accessories, and give it a personal name, turning the toy into a customized keepsake.
Over the years, the company has expanded its portfolio beyond traditional teddy bears to include a wide variety of plush characters based on original designs as well as collaborations with popular entertainment franchises and licensed brands.
Today, Build-A-Bear operates more than 650 company-owned, partner-operated and franchise locations worldwide, offering a hands-on retail experience that combines entertainment with shopping. The brand has also extended its presence into e-commerce, licensed consumer products and digital entertainment content through its subsidiary Build-A-Bear Entertainment.
In addition to plush toys, the company has developed partnerships that allow its brand to appear across multiple product categories and media platforms, strengthening its presence in the broader family entertainment market.
Build-A-Bear Workshop, Inc., listed on the New York Stock Exchange under the ticker symbol BBW, reported consolidated revenues of $496.4 million for fiscal year 2024, reflecting continued demand for its experiential retail concept and branded merchandise.
With the launch of the Frosted Animal Cookie Collection, the company continues to explore creative ways to blend nostalgia, personalization and playful design—core elements that have helped build its loyal multi-generational fan base.
As consumers increasingly seek products that evoke memories and emotional connections, Build-A-Bear’s latest collection aims to turn a familiar childhood snack into a soft, squeezable companion designed to spark joy and imagination.
