St. Louis — Build-A-Bear Workshop and Sanrio®, the global lifestyle brand best known for Hello Kitty®, are continuing their national expansion of the Build-A-Bear x Hello Kitty and Friends Workshop with new locations set to open at American Dream in East Rutherford, N.J., and Mall of America in Bloomington, Minn., in early 2026.
The first Build-A-Bear & Hello Kitty and Friends Workshop opened in Los Angeles last year and quickly became a go-to destination for collectors, families and devoted Sanrio fans. Its strong appeal made it clear that the experience deserved a broader presence, especially in places that draw millions of visitors from around the world. Both American Dream, just outside New York City, and Mall of America, one of the most visited retail and entertainment destinations in the United States, offer the kind of scale and visibility that make them ideal homes for this next phase of growth.
Each Build-A-Bear x Hello Kitty and Friends Workshop immerses guests in the world of Hello Kitty, with signature touches from both brands throughout, including pink shopping bags and aprons, custom Cub Condos and more. Guests choose their favorite character, take part in the iconic stuffing experience and signature Heart Ceremony, then personalize their new friend with themed outfits, scents, sounds and accessories.
“From the moment we opened in Los Angeles, it was obvious that fans connected with this experience in a meaningful way,” says Chris Hurt, chief operating officer of Build-A-Bear Workshop. “Bringing the Build-A-Bear & Hello Kitty and Friends Workshop to American Dream and Mall of America gives us the opportunity to welcome guests from around the world who travel to these iconic destinations throughout the year.”
“This partnership with Build-A-Bear brings our characters to life in a way only the Workshop experience can,” says Jill Koch, senior vice president of brand management and marketing at Sanrio, Inc. “The success in Los Angeles proved how powerfully fans connect with this hands-on, heart-filled approach, and expanding to American Dream and Mall of America lets us deepen that connection and create unforgettable moments for fans of all ages.”
Since its beginning in 1997, Build-A-Bear has evolved to become a beloved multi-generational brand focused on its mission to “add a little more heart to life,” where guests of all ages make their own “furry friends” in celebration and commemoration of life moments. Guests create their own stuffed animals by participating in the stuffing, dressing, accessorizing and naming of their own teddy bears and other plush toys based on the company’s own intellectual property and in conjunction with a variety of licenses. Build-A-Bear has more than 600 company-owned, partner-operated and franchise experience locations around the world. For more information, visit www.buildabear.com.
Sanrio® is the global lifestyle brand and home to Hello Kitty®, created in 1974, and many other beloved character brands. For more information, visit www.sanrio.com.
At 5.6 million square feet, Mall of America is the largest shopping and entertainment complex in North America. The mall opened in 1992 and is located in Bloomington, Minn., minutes from downtown Minneapolis and St. Paul.
American Dream, developed by Triple Five Group, is a mix of world-class entertainment, retail and dining, comprising more than 3-million square feet just minutes away from New York City in East Rutherford, N.J.
SOURCE: Build-A-Bear Workshop