Build-A-Bear Launches Mellow Moodies Plush Collection Aimed at Teens and Young Adults

Build-A-Bear Workshop is introducing a new plush collection designed specifically for teens and young adults, with three original characters launching the company’s new Mellow Moodies line. The collection debuted with Huck the Bear, Mateo the Dog and Willow the Fox. Build-A-Bear says each character has its own personality, aesthetic and point of view, with the new line built around friendship, individuality, self-expression and comfort.

Huck the Bear is described as the group’s serial hobbyist, moving from interests like caring for houseplants to perfecting a cold brew recipe. Mateo the Dog is the laid-back music fan of the group, with a playlist for every mood and occasion, while Willow the Fox is a stationery lover and old-school letter writer who is rarely far from her journal. Build-A-Bear has also created a larger fictional world around the characters. The Mellow Moodies are imagined as living among indie coffee shops, mural-lined streets, record stores and sunny stoops, with activities ranging from thrift flipping to casual photo shoots and afternoons spent together.

Although the collection has a new look and target audience, it retains Build-A-Bear’s familiar customization format. Fans can choose a Mellow Moodie and personalize it by adding a sound or recorded voice, selecting a scent and taking part in the company’s signature Heart Ceremony. The plush can then be finished with mix-and-match clothing and accessories.

That customization gives the new characters a collectible element beyond the initial three designs, since individual Moodies can be styled differently depending on the outfits and accessories selected by their owners.

“At Build-A-Bear, we’ve always known that a furry friend can be a form of self-expression, connection and comfort,” said Kim Utlaut, Chief Brand Officer, Build-A-Bear. “Mellow Moodies takes that idea somewhere new for us, with a collection created for a generation that embraces how they feel and is unapologetic about what brings them joy.”

The company also confirmed that Huck, Mateo and Willow are only the beginning of the line. Additional Mellow Moodies are planned for future drops, although Build-A-Bear did not identify the next characters or provide a timetable for those releases.

The first Mellow Moodies collection is available now at Build-A-Bear Workshop locations and through the company’s website.