Build-A-Bear Proves Love Is Just a Squeeze Away in Heart-Tugging Valentine’s Debut

Build-A-Bear has launched its first campaign by Highdive to showcase the brand’s unique ‘Record-Your-Voice’ feature ahead of Valentine’s Day, called ‘A Squeeze Away.’ The work is part of the brand’s ongoing strategic evolution, which has fuelled four consecutive years of record growth.

Equal parts humorous and heartwarming, the social-first campaign depicts plushies as the actual loved ones who are speaking in the voice recording — sitting on top of a dresser, positioned throughout the living room in a grand romantic gesture and even dragged across the floor in the hand of a young child. With Build-A-Bear’s ‘Record Your Voice’ feature, it’s like your loved ones are right there with you any time you need them. All you have to do is give the paw a squeeze.

‘A Squeeze Away’ is the latest expression of Build-A-Bear’s ongoing strategic evolution; one that has fuelled four consecutive years of record profitability in a rapidly growing plush market. Building on record revenues in the first nine months of fiscal 2025 and continued global expansion, the campaign reinforces Build-A-Bear’s transformation into a truly multigenerational gifting destination.

With 40% of sales now coming from teens and adults buying for themselves, the brand delivers deeply personal, multi-sensory gifts for all ages. Features like ‘Record Your Voice’, custom scents, and one-of-a-kind accessories show that comfort, connection, and self-expression resonate at every age.

The creative idea sparked from research showing that ‘A voice is just as powerful as a hug,’ positioning Build-A-Bear as the home of spoken-from-the-heart gifting. By elevating the power of recorded messages, the work brings modern emotional depth to the Build-A-Bear experience - highlighting meaningful gifts that last far beyond the day they’re made, while staying true to the brand’s roots of fostering imagination and joy.

‘A Squeeze Away’ was created as a social-first campaign because Build-A-Bear’s primary audience, Millennial parents, are spending more time on social platforms than any other form of digital media—and it’s not just passive scrolling. Social is where they’re being entertained, discovering brands, validating purchases, and sharing moments of connection with their kids.

“When Build-A-Bear called, we were all in. We’d recently gone to the Workshop and were reminded how special—and iconic—the experience really is. The work finds that balance of heart and levity that lets us tell surreal, beautiful stories in a way only Build-A-Bear can,” said Colleen Keesey and Amanda Burger, creative directors, Highdive.

“Build-A-Bear is in a moment of meaningful growth. Not just in scale, but in how people see us. As we expand our footprint and audience, it’s essential that our storytelling grows with us. This work reflects who we are today: playful at first glance, but always purposeful about the emotional impact we deliver to people of all ages,” said Kim Utlaut, SVP, chief brand officer, Build-A-Bear.

“Attention is cheap, but emotion isn’t. We wanted a powerful visual that drew viewers in, and a twist that tugged at their hearts. Highdive helped us translate that ambition into a concept where surrealism isn’t just a ploy to stop the scroll, but a way to sharpen the emotional impact,” said Jazzy Danziger, VP, brand creative and innovation, Build-A-Bear.