Reel Ad of the Week

Build-A-Bear proves love is just a squeeze away

By Reel Chicago
January 21, 2026

Build-A-Bear is leaning into emotional connection this Valentine’s Day with “A Squeeze Away,” its first campaign created by Highdive. The social-first work spotlights one of the brand’s most distinctive features: Record Your Voice, transforming plush toys into deeply personal keepsakes that quite literally speak from the heart.

Directed by Edward Andrews, the campaign blends humor and tenderness by treating the plushies as stand-ins for loved ones. In a series of vignettes, bears sit atop dressers, appear as grand romantic gestures in living rooms, or get dragged across the floor by a small child, each one “speaking” through a recorded message. The idea is simple and powerful: when you squeeze the paw, it’s like your person is right there with you.

The campaign marks another step in Build-A-Bear’s ongoing strategic evolution, one that has fueled four consecutive years of record growth in an increasingly competitive plush market. With record revenues through the first nine months of fiscal 2025 and continued global expansion, the brand is positioning itself as a multigenerational gifting destination, not just a childhood rite of passage. Watch below:

“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.”

That shift is reflected in the numbers. Today, roughly 40 percent of Build-A-Bear purchases come from teens and adults buying for themselves, drawn to the brand’s emphasis on personalization and emotional comfort. Features like custom scents, accessories, and voice recordings elevate each plush into a multi-sensory object that lasts well beyond the moment it’s made.

The creative insight behind “A Squeeze Away” came from research showing that a voice can be as powerful as a hug. The campaign reframes Build-A-Bear as a place for spoken-from-the-heart gifts—modern, emotionally resonant, and rooted in connection, while staying true to the brand’s playful DNA.

“A Squeeze Away” was designed as a social-first campaign, reflecting where Build-A-Bear’s core audience, Millennial parents, spends its time. Social platforms are no longer just about scrolling; they’re where entertainment, discovery, validation, and shared family moments all converge.

For Build-A-Bear, the campaign signals more than a Valentine’s push. It’s a clear statement of where the brand is headed: playful on the surface, emotionally intentional underneath, and just a squeeze away when it matters most.

CREDITS:

BRAND: Build-A-Bear