While children utilize these plush figures to process complex emotions, adults often cling to them as vessels for nostalgia and personal identity. Build-A-Bear Workshop, which has spent nearly three decades facilitating these connections, is marking the occasion by emphasizing shared experiences over material accumulation. Vice President of Communications Callie Rapp notes that the brand’s mission continues to center on the synthesis of comfort and memory-making.

To celebrate the upcoming holiday, the company is launching a promotional offer of two bears for $25. Furthermore, the organization is pivoting toward charitable impact between September 9 and September 16. During this window, for every dollar contributed to the Build-A-Bear Foundation, the group will donate a bear to a children’s hospital, aiming to extend the reach of their signature comfort-based mission to those in clinical settings.