Build-A-Bear adds voice recordings and same-day delivery for Mother’s Day gifts

Last-minute Mother’s Day shoppers had a rare out: Build-A-Bear Workshop made sentiment feel fast, with a personalized voice-recording add-on, free buy online, pick up in store, and same-day delivery in select locations through Uber. The formula was simple and unusually effective for a rushed gift, because the brand let buyers turn a stuffed animal into something that could hold a child’s voice, not just another seasonal bouquet.

The centerpiece was the Record Your Voice option, priced at $9.50. Build-A-Bear said shoppers could record a 5- to 30-second clip at home or in store, then have Bear Builders add the message to a stuffed animal. That small technical detail did most of the emotional work. A short note, a laugh, or a quick “I love you, Mom” made the bear feel personal in a way that many higher-priced gifts do not, especially when the clock is already against the shopper.

The Mother’s Day assortment kept that balance between customization and affordability. A Teddy Bear Bouquet cost $50, while a Best Mom Ever T-shirt was priced at $7.50. Build-A-Bear said the collection was available online and in stores, and its homepage highlighted Uber same-day delivery in select locations. The company also said it had partnered with Shipt in 2021 to offer same-day delivery in select U.S. areas, giving the current Mother’s Day push a practical fulfillment history rather than a one-off promise.

Build-A-Bear cast a wide net on who the gifts were for, naming expecting moms, first-time moms, grandmothers, aunts, pet moms and plant moms. That breadth mattered because the emotional pitch was not limited to one type of mother. The soft-toy format worked best for the mom who likes keepsakes she can keep on a shelf, hear again later, and actually associate with a specific person rather than a generic holiday gesture. In a gift category that often leans on flowers or breakfast-in-bed, Build-A-Bear’s mix of voice, plush and quick shipping gave late shoppers a way to feel thoughtful without pretending they had weeks to plan.