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High materiality8/10

Build-A-Bear's ICON Park Opening Expands IP Partnerships with Pokémon and Hello Kitty

Oct 20, 2026, 12:18 PM EDT1 sourcesAI-analyzed
Why it may matterVerify against the original reporting

Near-term stock move likely on Nov. 5 opening catalyst and visibility of high-profile IP collaborations; longer-term upside if new stores prove accretive and scalable.

AI summary

What happened, with direct paths to the underlying reporting

Build-A-Bear plans a flagship ICON Park location in Orlando featuring Pokémon, Hello Kitty and Promise Pets experiences. The openings could heighten guest traffic, extend licensing revenue opportunities, and reinforce the brand as a destination-driven retailertainment platform ahead of the Nov. 5 launch.

  • Build-A-Bear unveils Pokémon, Hello Kitty, and Promise Pets experiences at ICON Park.
  • Opening Nov. 5 at a multi-level Orlando location signals flagship experiential growth.
  • First Build-A-Bear x Pokémon Workshop; fourth Build-A-Bear x Hello Kitty collab.
  • Promise Pets debut at ICON Park expands IP-driven experiences.
  • Revenue $529.8M in fiscal 2025; 5th straight year of record results.

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