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Build-A-Bear Workshop Breaks Ground Experience at ICON Park in Orlando
Build-A-Bear Workshop, the beloved experiential retail brand, officially broke ground today on a new multi-level “retail-tainment” location at ICON Park in Orlando, Florida. Set to open in 2026, the new flagship store will offer an enhanced and engaging experience for guests of all ages, blending the brand’s classic “make-your-own” concept with fresh, interactive elements.
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The groundbreaking ceremony was attended by key figures including Build-A-Bear Workshop COO Chris Hurt, ICON Park CEO Chris Jaskiewicz, and Mayor Jerry Demings. The new Workshop is a key part of Build-A-Bear’s multi-year strategic expansion, which focuses on developing a stronger global footprint, particularly in high-traffic tourist destinations.
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The location is strategically positioned on the major thoroughfare of International Drive, and the new multi-level Workshop is planned to feature an eye-catching, highly branded facade. The company has partnered with renowned design firm Chute Gerdeman, which is known for creating immersive retail spaces, including the FAO Schwarz New York flagship where Build-A-Bear currently operates a successful shop-in-shop. This collaboration aims to reimagine the brand’s already engaging concept with evolved, personalized, and interactive elements designed to surprise and delight guests.
The choice of ICON Park as the location is a significant one, given its proximity to major Orlando attractions such as Walt Disney World, Universal’s Theme Parks, and SeaWorld Orlando. The natural consumer traffic from these destinations makes ICON Park an ideal spot for Build-A-Bear to connect with families and tourists.
This new flagship location builds on Build-A-Bear’s foundation of over 600 locations and is a testament to the brand’s commitment to innovation and creating memorable moments for its wide array of fans, from children to the growing collectible market of teens and adults. The new ICON Park experience is poised to be a must-visit attraction, solidifying Build-A-Bear’s position as a leader in experiential retail.
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