When National Teddy Bear Day Takes Center Stage: Build-A-Bear Workshop's September 9 Celebration and $9 Limited Offer

Marking the Annual Tradition

Every September 9, Build-A-Bear Workshop (NYSE: BBW) honors National Teddy Bear Day—a date that has become synonymous with nostalgia, childhood memories, and the brand’s core mission to “add a little more heart to life.” This year’s observance of when National Teddy Bear Day falls will see the company bring back its most popular promotion: offering the iconic Lil’ Cub plush bear at just $9, matching the company’s founding price from 1997.

The $9 Throwback Deal

Since its inception in 1997, Build-A-Bear has sold over 240 million furry companions worldwide. To celebrate when National Teddy Bear Day comes around each year, the company strategically returns to its nostalgic roots. On September 9, 2024, guests visiting participating Workshop locations or shopping online at buildabear.com can purchase the exclusive Lil’ Cub® Brownie or Lil’ Cub® Pudding Teddy Bear for the special $9 price—available only while supplies last. Shoppers can customize their bears with an array of outfits, accessories, sounds, and scents, creating truly personalized keepsakes.

The celebration extends beyond pricing. In-store guests are invited to meet Bearemy, the brand’s beloved life-sized mascot, and participate in festive activities that bring the National Teddy Bear Day experience to life.

Charitable Impact and Community Commitment

Beyond commercial promotions, Build-A-Bear Foundation—the company’s philanthropic arm—is donating more than 10,000 teddy bears to children in need this September. This contribution aligns with the Foundation’s broader 2024 mission to distribute 100,000 bears to children by year-end. Since 1997, Build-A-Bear has contributed over $22 million and distributed 2 million plush friends to charitable causes globally.

According to Sharon Price John, President and CEO of Build-A-Bear Workshop, the company’s founder, Maxine Clark, was inspired by her own childhood teddy bear to create this experiential brand. The organization remains committed to expanding bear access through National Teddy Bear Day promotions, ongoing birthday treat programs, and ongoing charitable donations.

Company Snapshot

Build-A-Bear operates over 500 locations across company-owned, partner-operated, and franchise models worldwide. The brand generated consolidated revenues of $486.1 million in fiscal 2023. Through its subsidiary, Build-A-Bear Entertainment, the company has expanded into content creation and licensing, solidifying its position as a multi-generational cultural phenomenon. The Build-A-Bear Foundation, a registered 501©3 organization, primarily supports children’s literacy programs while also funding health, wellness, disaster relief, and family support initiatives.