Is Build-a-Bear a Strong Enough Brand To Find Success at Walmart, Despite a More Modest Experience?

Build-a-Bear Workshop is, for the first time, expanding into the wholesale market via a partnership with mega-retailer Walmart, according to a recent press release.

The experiential retailer is launching three distinct products, in addition to select others, in Walmart stores: Build-a-Bear Mini Beans, Micro Mini Beans, and an assortment of Build-a-Bear x Bluey collaboration items. The products are available in more than 1,500 Walmart stores across the U.S.

“This is a defining...