Build-A-Bear Launches High-End Customization Studio at Orlando’s…

Event summary

Build-A-Bear Workshop will open a three-story retailtainment location at Orlando’s ICON Park in November 2026.
The new site features a premium, appointment-only Design Studio for fully customized plush creations.
Additional offerings include an interactive Bakeshop and a 'Personalize Me' station for embroidery and screen printing.
The company partnered with design firm Chute Gerdeman to create the immersive retail experience.

The big picture

Build-A-Bear’s expansion into Orlando’s ICON Park represents a strategic bet on experiential retail, aligning with broader trends in tourism-driven consumer spending. The company’s fifth consecutive year of record revenue ($529.8M in fiscal 2025) suggests strong demand for its core product, but this new venture tests whether premium customization can sustain growth beyond its traditional customer base. The partnership with Chute Gerdeman underscores a focus on immersive retail design, a key differentiator in competitive entertainment markets.

What we're watching

Premium Experience: How Build-A-Bear’s high-end Design Studio will impact average transaction values and customer retention.
Tourism Synergy: Whether ICON Park’s location will drive incremental foot traffic and revenue beyond traditional retail locations.
Scalability: The pace at which Build-A-Bear can replicate this model in other high-traffic tourist destinations.