‘Build-A-Bear’ explains that love is just a squeeze away
"Build-A-Bear" is taking hugs to the next level this Valentine’s Day.
This Valentine’s Day, Build-A-Bear is reaching out to connect with the brand with its first-ever campaign, “A Squeeze Away,” created by Highdive. The socially conscious piece highlights one of the brand’s most distinctive features: “Record Your Voice,” which transforms plush toys into personalized keepsakes that literally speak from the heart.
Directed by Edward Andrews, the campaign combines humor and tenderness, presenting stuffed toys as substitutes for loved ones. In a series of vignettes, the bears perch on dressers, appear as grand romantic gestures in living rooms, or are dragged across the floor by a small child, and each one “speaks” through a recorded message. The idea is simple and powerful: when you squeeze a paw, you feel as if your human is right there with you.
This shift in storytelling is in line with Build-A-Bear’s growing presence in the market. In recent years, the brand has expanded its reach to include teens and adults, now accounting for 40% of total sales.
Customizations such as fragrances and clothing have made the Workshop a popular destination for date nights and collectors. Capitalizing on nostalgia and the “kid” trend, Build-A-Bear has achieved record profitability for four consecutive years, diversifying its audience beyond children.
“When Build-A-Bear called, we were all in,” said Highdive creative directors Colleen Keesey and Amanda Burger. “The work finds that balance of heart and levity that lets us tell surreal, beautiful stories in a way only Build-A-Bear can.”
The campaign is also socially-focused, targeting platforms like TikTok and Meta, where millennial parents and Gen Z are most active. Rather than relying on traditional advertising, Build-A-Bear aims to drive authentic engagement through content that resonates with the digital environment.
With this new direction, the company rebrands plush gifts as a modern way to connect, proving that the right words and a well-timed click can bring people of all ages together.
For Build-A-Bear, this campaign is more than just a Valentine’s Day initiative. It’s a clear path the brand has chosen: playful on the surface, emotionally thoughtful, and barely there when it’s needed most.
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