The teddy bear’s staying power offers the toy industry a useful reminder that some of the strongest products succeed because of the emotional role they play, not simply their play features. Ahead of National Teddy Bear Day on September 9, Build-A-Bear Workshop is highlighting how teddy bears can serve as comfort objects for children while also carrying nostalgia, self-expression and memories into adulthood. That multigenerational relevance gives plush a particularly broad consumer lifecycle and demonstrates why classic toy categories can remain commercially meaningful even as play trends evolve.
There’s also a larger lesson here for manufacturers and retailers: experience and emotional connection can add value beyond the physical product. Build-A-Bear has spent nearly three decades turning plush purchasing into a personalized activity, and its National Teddy Bear Day campaign combines a Two for $25 Little Cub promotion with a charitable initiative benefiting children’s hospitals. As consumers increasingly look for meaningful experiences and products with a story behind them, toy companies have an opportunity to build stronger relationships through personalization, nostalgia, experiential retail and purpose-driven programs.
Click here to view this video: https://www.multivu.com/build-a-bear-workshop/9414151-en-build-a-bear-workshop-national-teddy-bear-day
FROM HELPING CHILDREN THROUGH LIFE’S BIG MOMENTS TO INSPIRING NOSTALGIA IN ADULTHOOD, TEDDY BEARS CONTINUE TO PROVE THEY’RE MORE THAN JUST A TOY
** SEPTEMBER 9th IS NATIONAL TEDDY BEAR DAY **
ST. LOUIS, Sept. 3, 2026 /PRNewswire/ —
BACKGROUND:
National Teddy Bear Day is more than a celebration of a beloved toy. It’s a reminder of the comfort, connection, and joy a teddy bear can bring at every age. The teddy bear’s story begins in 1902 with U.S. President Theodore “Teddy” Roosevelt. More than a century after the first teddy bear was created, it remains a universal symbol of comfort, connection, and caring.
Experience the full interactive Multichannel News Release here: https://www.multivu.com/build-a-bear-workshop/9414151-en-build-a-bear-workshop-national-teddy-bear-day
DID YOU KNOW?
- Experts say comfort objects can help children navigate big emotions and life milestones, making teddy bears more relevant than ever.
- Many adults continue to keep or collect teddy bears because they represent nostalgia, self-expression, and cherished memories.
- As families seek meaningful experiences rather than simply more “stuff,” activities that create memories together continue to resonate.
That’s why National Teddy Bear Day is such a natural fit for Build-A-Bear’s mission of sharing hugs, creating memories, and bringing people together. In this interview, Callie Rapp will talk about how, for nearly three decades, Build-A-Bear has helped millions of guests create personalized furry friends and meaningful memories with family and friends through its make-your-own experience. In celebration of this year’s National Teddy Bear Day on Sept. 9, Build-A-Bear is inviting guests everywhere to rediscover the magic of hugs, heart, and happiness with an exclusive Two for $25 Little Cub offer. Additionally, from 9/9 to 9/16, for every dollar donated to the Build-A-Bear Foundation online or at the pin pad in stores, Build-A-Bear Foundation will donate a bear to a children’s hospital.
To find a Build-A-Bear Workshop near you, please visit buildabear.com
ABOUT CALLIE RAPP:
Callie Rapp is Vice President of Communications & Public Relations at Build-A-Bear Workshop, where she leads the company’s communications strategy across media relations, executive communications, internal communications, and corporate storytelling. In her role, she helps shape and protect the Build-A-Bear brand while supporting key business initiatives, consumer campaigns, partnerships, and reputation management efforts. Prior to joining Build-A-Bear, she spent 13 years on the agency side advising brands including Pop-Tarts, SNICKERS, Twix, Anheuser-Busch and Chevron, among others. Callie recently completed her MBA at Washington University in St. Louis’ Olin Business School and holds a bachelor’s degree from Lehigh University.
