Build-A-Bear’s heartwarming “Play It Forward” campaign donates a bear to kids in need for every plush sold—launched on International Day of Play, it’s sparking joy and generosity nationwide.

Most companies talk a big game about helping kids but never put their money where their mouth is.

That all changed this week when one beloved retailer stepped up in a massive way.

And Build-A-Bear made one surprising move that has parents racing to stores nationwide.

Build-A-Bear launches massive charity drive during International Day of Play

The stuffed animal retailer that has been bringing joy to families for nearly three decades just proved why it remains America’s favorite place to create memories.

Build-A-Bear announced its "Play It Forward" initiative on June 11, 2025, pledging to donate one teddy bear for every make-your-own plush animal sold to children in need, up to 10,000 bears.

The timing couldn’t be more perfect.

The initiative launched on International Day of Play, which the United Nations established to celebrate every child’s fundamental right to play.

Most people don’t realize that play isn’t just fun and games for kids.

The UN recognizes play as essential for children to develop cognitive, physical, creative, social, and emotional skills they need to thrive in a rapidly changing world.

Build-A-Bear CEO Sharon Price John gets it.

"As a brand rooted in play and a proud member of The Toy Association, we believe in both the purpose and the power of this day," John explained. "’Play It Forward’ is our way of turning awareness into action, giving guests a simple, yet fun way to make a heartfelt impact on the life of a child."

The company isn’t just throwing around empty gestures either.

The donations through Build-A-Bear Foundation will focus specifically on kids and classrooms in Title I schools, helping spread the joy of play where it’s needed most.

Build-A-Bear doubles down with massive education partnership

The teddy bear giveaway was just the beginning of Build-A-Bear’s charitable blitz.

The company also partnered with First Book, a nonprofit that provides books and educational resources to children in need, committing more than $80,000 in funding to help educators access books focused on health and wellness.

But here’s where it gets really interesting.

Teachers who use the funding will be randomly selected to receive surprise plush animal "reading buddies" for their classrooms, reinforcing the connection between play and learning.

The program runs through July 31, 2025, giving educators plenty of time to take advantage of this incredible opportunity.

Meanwhile, Build-A-Bear stores across the country are rolling out the red carpet with special events.

Local Build-A-Bear Workshops feature special offers, Bearemy costumed character appearances, Build-A-Bear Mini Beans Toss games, and free activity sheets to inspire more ways to play.

The surprising truth about children’s right to play

Most Americans have no idea that play is actually a fundamental human right.

The United Nations Convention on the Rights of the Child has enshrined play as a fundamental right of every child under Article 31.

The statistics are pretty sobering when you dig into them.

Global research surveying more than 25,000 children across 36 countries reveals that as many as 73% of children don’t believe adults take play seriously.

Even more concerning, children today are 62% less likely to engage in play than their grandparents were, with more than 224 million facing significant obstacles such as child labor, school absenteeism and climate-related crises.

That’s exactly why Build-A-Bear’s initiative matters so much.

The company has been quietly building an incredible track record of giving back to communities.

Since 1997, Build-A-Bear has donated more than $25 million and 2 million furry friends to charitable causes around the world.

Build-A-Bear proves business success and charity can go hand in hand

This charitable push comes at a time when Build-A-Bear is absolutely crushing it financially.

The company posted record-breaking results for fiscal 2024, with consolidated total revenues of $496.0 million, marking their fourth consecutive year of record performance.

Build-A-Bear’s strong profitability allowed them to repurchase more than 1,000,000 shares of common stock in 2024 alone, while also increasing their dividend to shareholders.

The company operates more than 600 company-owned, partner-operated and franchise experience locations around the world, proving that doing good and doing well aren’t mutually exclusive.

What started as a simple idea in 1997 has grown into a multi-generational brand that continues to put children first.

Build-A-Bear’s mission to "add a little more heart to life" isn’t just a marketing slogan – it’s a commitment they back up with real action and serious money.

The "Play It Forward" initiative represents everything that’s right about American business.

Here’s a company that built success by bringing joy to families, and now they’re using that success to bring joy to children who need it most.

In a world where too many corporations talk about corporate responsibility while cutting corners, Build-A-Bear is putting their money where their mouth is.

They’re proving that the best businesses are the ones that remember their purpose goes beyond just making a profit.

Build-A-Bear made one surprising move that has parents racing to stores nationwide

Most companies talk a big game about helping kids but never put their money where their mouth is.

That all changed this week when one beloved retailer stepped up in a massive way.

And Build-A-Bear made one surprising move that has parents racing to stores nationwide.

Build-A-Bear launches massive charity drive during International Day of Play

The stuffed animal retailer that has been bringing joy to families for nearly three decades just proved why it remains America’s favorite place to create memories.

This week, Build-A-Bear launched something that’s got parents and kids talking nationwide.

The company rolled out their "Play It Forward" program, where they’re giving away teddy bears to kids who need them most – one bear donated for every stuffed animal a customer makes in their stores.

They picked June 11th for the launch, which happens to be International Day of Play – a day the United Nations created to remind the world that playing isn’t just fun, it’s a basic right every child should have.

Most people don’t realize that play isn’t just fun and games for kids.

The UN recognizes play as essential for children to develop cognitive, physical, creative, social, and emotional skills they need to thrive in a rapidly changing world.

Build-A-Bear’s CEO Sharon Price John put it perfectly when she said "’Play It Forward’ is our way of turning awareness into action, giving guests a simple, yet fun way to make a heartfelt impact on the life of a child."

The bears aren’t going to just anyone either – they’re specifically targeting Title I schools where kids often don’t have access to the same resources as their peers.

Build-A-Bear doubles down with massive education partnership

But the teddy bear program is just the start.

Build-A-Bear also teamed up with First Book – a group that gets educational materials to schools that need them – and they’re throwing more than $80,000 at the problem.

Here’s the clever part: teachers who get the funding might also receive surprise stuffed animals as "reading buddies" for their classrooms.

Think about that for a second – kids learning to read with a cuddly companion right there to help them through the tough parts.

Meanwhile, Build-A-Bear stores are pulling out all the stops with special events, character appearances, and games to get families involved.

The program runs through the end of July, so there’s plenty of time for schools to jump on board.