You walk into the store, expecting that familiar scent of stuffing and the sound of a plastic heart beating. You’re ready to see a bin full of empty fabric shells waiting to be brought to life. But then you look for them. You’re looking for the Build a Bear Squishmallows.
Honestly, the confusion is everywhere. If you spend five minutes on TikTok or digging through Reddit collector threads, you’ll see people practically begging for a collaboration between these two titan brands. It makes sense, right? Build-a-Bear is the king of personalized plush. Squishmallows, owned by Jazwares (a subsidiary of Alleghany Corporation, now under Berkshire Hathaway), are the undisputed rulers of the "mushy" toy market.
But here is the cold, hard truth that most "listicles" won't tell you: Build a Bear Squishmallows do not officially exist. There. I said it. As of early 2026, there has never been an official co-branded release between Build-a-Bear Workshop and the Squishmallows brand. If you see someone claiming they "stuffed" an official Kellytoy Squishmallow at a Build-a-Bear station, they’re either pulling your leg or they’ve stumbled upon a very specific, unofficial DIY hack.
The Great Plush Identity Crisis
Why do people keep searching for these? It's basically a case of brand overlap in the brain.
Squishmallows are defined by their proprietary "marshmallow-like" polyester fiber and super-soft spandex fabric. Build-a-Bear, on the other hand, relies on the experience—the ceremony of choosing a heart, washing the bear, and dressing it up. When you think of "famous stuffed animals," these two brands occupy the same mental real estate.
Kellytoy (the creator of Squishmallows) has collaborated with everyone. We’ve seen Pokémon Squishmallows. We’ve seen Star Wars, Disney, and even Hello Kitty. Naturally, fans assume Build-a-Bear would be next on the list.
I’ve seen collectors get genuinely frustrated. They want that giant 24-inch Squishmallow feel, but they want to put a "scent chip" inside it or dress it in a tiny hoodie. Currently, these are two different worlds. Squishmallows come pre-stuffed and sewn shut. Build-a-Bear’s whole business model is based on the un-stuffed shell. Merging those two logistics chains is actually a nightmare from a manufacturing perspective.
What You’re Actually Seeing in Stores
If you go into a Build-a-Bear Workshop today, you will see things that look like Squishmallows. This is where the confusion peaks.
Build-a-Bear has their own "pillowy" line. They often release "Skoosherz." These are round, squat, and incredibly soft plushies designed to compete directly with the Squishmallow aesthetic. They have the same simplified facial features and the huggable, circular shape.
But they aren't Squishmallows.
📖 Related: What Does a Stoner Mean? Why the Answer Is Changing in 2026
The Skoosherz line is Build-a-Bear’s answer to the "kawaii" plush trend. They’ve released versions of their classic characters, like the Timeless Teddy or the Rainbow Frog, in this Skoosherz format. They are great. They are soft. But if you are a "Mallow-head" looking for a rare Kellytoy tag, you won’t find it here.
The Material Difference
Let's talk specs for a second because the "feel" is everything.
Standard Squishmallows use a very specific density of stuffing that allows them to "bounce back" when squeezed. Build-a-Bear's Skoosherz use a similar high-loft fiber, but the exterior fabric—the "minky" feel—is slightly different. Genuine Squishmallows have a four-way stretch fabric that feels almost like a heavy-duty swimsuit material mixed with velvet.
If you’re a die-hard collector, you know the difference the second you touch them.
The DIY "Build a Bear Squishmallows" Trend
Because a real collab hasn't happened, the community did what it always does: they got creative.
There is a massive subculture of "plushie surgeons." These are people who buy an official Squishmallow, carefully seam-rip a small hole in the back, remove the stuffing, and take the "skin" to Build-a-Bear.
Now, a quick word of warning.
Most Build-a-Bear locations have a policy against stuffing "outside" plushies. It’s a liability thing. Their machines are calibrated for their own fabrics, and there’s always a risk that a third-party toy might rip or cause a mechanical issue.
However, some employees are cool about it. I've heard stories of people successfully getting their Squishmallows stuffed and "heart-activated" at the workshop. It gives you the best of both worlds—the Squishmallow look with the Build-a-Bear heart and scent. But don't walk in expecting it. You'll likely get a polite "no" from the manager.
👉 See also: Am I Gay Buzzfeed Quizzes and the Quest for Identity Online
Why a Real Collab is Unlikely (For Now)
Business is business.
Jazwares doesn't really need Build-a-Bear. They already have a massive distribution network through Target, Walmart, and Amazon. They have their own "Squishmallows" stores and pop-up experiences.
Build-a-Bear is a competitor. Why would Jazwares give their biggest rival the "secret sauce" of their brand?
Furthermore, the price points don't align. A standard 12-inch Squishmallow usually retails for around $15 to $25. A Build-a-Bear, once you add the stuffing, the scent, the sound, and the outfit, easily clears $40. Fans of Squishmallows are used to "finding" them at a bargain in the wild. The Build-a-Bear premium might be a tough sell for that specific demographic.
The Licensing Maze
Think about the Pokémon situation.
Build-a-Bear has a long-standing, very lucrative license with The Pokémon Company. Squishmallows also has a license with them. If Build-a-Bear were to release a Squishmallow-style Pikachu, who gets the cut? The licensing fees would be so astronomical that the plush would end up costing $80.
It’s a legal tangle that most fans don't see. We just want a squishy Eevee we can put a tutu on. The lawyers, meanwhile, are arguing over who owns the "roundness" of the toy.
Spotting the Fakes
Because "Build a Bear Squishmallows" is such a high-volume search term, scammers are everywhere.
You’ll see them on eBay or sketchy Facebook ads. They’ll use both brand names in the title. Look closely. Usually, these are just knock-off Skoosherz or generic "mochi" plushies from overseas.
✨ Don't miss: Easy recipes dinner for two: Why you are probably overcomplicating date night
If it doesn't have the "Build-a-Bear" paw patch on the hand (or side) and it doesn't have the official Squishmallows "S" tag or the white/blue looped tag, it's a fake. Period.
What to Do Instead
If you’re desperate for that specific vibe, you have a few real options that don't involve getting scammed or rejected at a mall kiosk.
First, check out the Skoosherz line. Honestly, the Build-a-Bear Axolotl Skoosher is top-tier. It captures that same "blobby" energy and you can actually buy it online right now.
Second, if you’re a purist, stick to the Select Series Squishmallows. These are higher-end, more detailed versions of the toys that feel a bit more "special," similar to the "collector" feel of a Build-a-Bear.
Third, if you really want that personalized touch, you can buy "Plush Scent Discs" or "Heart Inserts" from third-party craft stores and perform your own "surgery" at home. It’s easier than you think. A basic ladder stitch is all you need to close up a Squishmallow after you’ve tucked a scent or a recordable sound box inside.
The Future of the Squish
Will it ever happen?
Never say never. In the world of toys, brands are consolidating faster than ever. If Jazwares and Build-a-Bear see a massive enough demand, they might do a limited-run pop-up. Imagine a "Build-a-Squish" event where you can choose a specialized shell.
But for today? They remain two separate titans of the toy aisle.
Next Steps for Collectors
If you want the closest thing to a "custom" squishy experience, here is exactly what you should do:
- Visit the official Build-a-Bear website and search for "Skoosherz." This is their official answer to the squishy trend.
- Join a local Squishmallow trade group. Often, "customizers" in these groups can help you add Build-a-Bear accessories or scents to your existing collection for a small fee.
- Check the tags. Always verify the manufacturer. If it says Kellytoy, it’s a Squishmallow. If it says Build-a-Bear Workshop, it’s their own unique brand.
- Avoid "Bundle" listings on resale sites that claim to be official collaborations. They are almost certainly two separate items being sold together to hike up the price.
Stick to the official channels. The "perfect" hybrid might be a myth, but the toys we actually have are still pretty great.