Build-A-Bear Workshop Announces Plans for Multi-Level Retail Experience in Orlando, Florida

Core Insights - Build-A-Bear Workshop is set to launch a new multi-level retail experience at ICON Park in Orlando, Florida, in the first half of 2026, marking a significant expansion in a major tourist destination [1][3] - The company is collaborating with design firm Chute Gerdeman to create an immersive retail space that enhances its existing experiential retail concept [2] - This initiative is part of a broader strategic evolution aimed at expanding Build-A-Bear's global presence, particularly in tourist-heavy areas, building on its nearly 600 locations [3] Company Strategy - The new location will feature a creative interpretation of Build-A-Bear's "make your own" teddy bear concept, targeting a diverse consumer base, including children and adults, with the latter representing 40% of sales [4] - The design will include a prominent facade to attract visitors, leveraging its location on International Drive, close to major attractions like Walt Disney World and Universal's Theme Parks [4] Market Position - ICON Park is recognized as a leading location for entertainment, attracting millions of visitors annually, which aligns with Build-A-Bear's strategy to enhance its brand visibility and consumer engagement [6][9] - The partnership with ICON Park reflects the appeal of doing business in Orange County, emphasizing the potential for high consumer traffic and engagement [5] Financial Overview - Build-A-Bear Workshop reported total revenues of $486.1 million for fiscal 2023, indicating a strong financial position to support its expansion efforts [5]