Build-A-Bear Unveils New ICON Park Experiences Ahead of Grand Opening

ST. LOUIS, Oct. 5, 2026 // PRNewswire // -- Build-A-Bear Workshop today unveiled a selection of the signature experiences coming to its highly anticipated retailtainment Workshop at Orlando's ICON Park, giving guests a preview of what is inside the brand's largest and most ambitious experience ahead of its scheduled official opening in November.

The three-story Workshop will introduce new ways for guests to personalize, celebrate, and create memories together through exclusive concepts including the Build-A-Bear Design Studio, Build-A-Bear Bakeshop, and 'Personalize Me' station where custom embroidery and screen printing bring a special final touch to guests' furry friends.

Located in the heart of one of the country's premier entertainment and tourism destinations, the new location builds on the iconic Build-A-Bear Workshop experience while offering families and visitors even more reasons to spend time together. Today's announcement is just a preview, with additional features and grand opening details to be revealed in the weeks ahead.

Among the first experiences to be revealed are:

• Build-A-Bear Design Studio: A first-of-its-kind, appointment-only plush atelier where guests collaborate one-on-one with a dedicated Design Consultant to create a truly one-of-a-kind furry friend. Guests explore an exclusive library of premium fabrics, textures, and materials available only here within the Design Studio. Every detail, from preferred animal style to fur type and shade, to eye color and paw design and more, is selected through a highly personalized design experience. Interactive digital tools bring each creation to life before it is built, allowing guests to visualize and refine their design every step of the way. Once finalized, guests can watch one of Build-A-Bear's skilled seamstresses personally create their bespoke furry friend. The experience culminates in an exciting reveal of the designed bear, Build-A-Bear's signature Heart Ceremony, and exclusive keepsakes, including a special birth certificate and Design Studio Cub Condo. The Design Studio builds on the brand's iconic make-your-own experience, taking it to brand-new heights to deliver an unforgettable design experience and one-of-a-kind memory.
• Build-A-Bear Bakeshop: An interactive dessert destination that extends the fun well beyond the make-your-own experience. Rather than a traditional café, the Bakeshop gives guests the creative freedom to frost and decorate their own cupcakes and cookies as they please, for a true hands-on experience that's hard to resist. Whether it's a birthday, a day out with friends, or a spur-of-the-moment treat, the Bakeshop adds colorful, photo-worthy moments to every visit.
• 'Personalize Me': Guests can add an additional personal touch to any furry friend's wardrobe at Build-A-Bear's 'Personalize Me' station, including custom embroidered initials, names, numbers and more for T-shirts and hoodies. They can also personalize further with patches and select custom screen prints or even embroider the ears of select furry friends. It's a lasting detail that makes every furry friend unmistakably their own.

"For nearly 30 years, Build-A-Bear has created memorable make-your-own experiences centered on connection, imagination and heart," said Chris Hurt, CEO of Build-A-Bear Workshop. "Our ICON Park Workshop represents our most ambitious experience yet, a place where families can step into the world of Build-A-Bear, share meaningful moments together and create memories that last well beyond their visit. We can't wait to welcome guests from all over the world inside this truly one-of-a-kind tourist destination this November and continue our mission of adding a little more heart to life."

To bring the vision to life, Build-A-Bear collaborated with design firm Chute Gerdeman, known for immersive retail spaces, including the FAO Schwarz New York flagship, where Build-A-Bear operates a shop-in-shop. The Build-A-Bear Design Studio, Build-A-Bear Bakeshop, and 'Personalize Me' station are the first of several experiences to be revealed.

SOURCE SOURCE Build-A-Bear Workshop

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