Build-A-Bear Workshop has announced plans to introduce an exciting new retail experience at one of the largest tourist destinations in the United States, Orlando, Florida, in the first half of 2026. Construction of the innovative, multi-level retail-tainment location is slated to begin later this year for the company widely known for being a pioneer in experiential retail since its launch in 1997.
The company is partnering with the renowned design firm Chute Gerdeman, experts in crafting immersive and engaging retail spaces, including the FAO Schwarz New York flagship, where Build-A-Bear currently operates a highly successful shop-in-shop. By reimagining its already engaging, destination-based retail concept with evolved, interactive, and personalized elements, Build-A-Bear expects to both surprise and delight guests.
This move is part of a multi-year strategic evolution and expansion of Build-A-Bear's global footprint, particularly in tourist and hospitality destinations, building on its nearly 600 locations.
"The combination of a creative interpretation of Build-A-Bear's famous 'make your own' teddy bear retail concept, situated in a major destination city, is lined up to be a must-visit attraction for our wide array of fans," said Sharon Price John, CEO of Build-A-Bear. "From our core consumer base of children to our collectible market of teens and adults that represents 40% of our sales, we look forward to continuing to create memorable moments for our guests in this one-of-a-kind location."
Build-A-Bear's new multi-level Workshop is planned to incorporate an eye-catching and highly branded facade to leverage its positioning on the major thoroughfare of International Drive. Separately, the location inside of ICON Park is ideal given the natural consumer traffic which is enhanced by its proximity to Walt Disney World, Universal's Theme Parks and SeaWorld Orlando, all of which are prime destinations for tourists and families.
"This will be the largest combination of experiential retail and entertainment at ICON Park," said ICON Park President and CEO Chris Jaskiewicz. "We think Build-A-Bear's decision to expand here at this scale speaks volumes about the appeal of doing business in Orange County and at ICON Park."