The promotion, valid exclusively on September 9, invites customers to participate in the company's signature make-your-own experience at workshops or via buildabear.com. Beyond the retail discounts, the focus remains on the emotional utility of the toys. Kim Utlaut, Chief Brand Officer at Build-A-Bear, describes the annual event as a way to highlight the role of plush toys in marking family milestones and providing comfort.

Founded in 1997, the company has expanded to over 650 locations across 30 countries. The brand recently reported $529.8 million in total revenues for fiscal 2025, marking its fifth consecutive year of record financial performance. By leveraging its established retail footprint, the firm aims to bridge its commercial success with charitable outreach through the Build-A-Bear Foundation during this week-long drive.