Build-A-Bear to Exclusively Premiere ‘Unstuffed: A Build-A-Bear Story’ at Toy Fair®

August 22, 2023 | The red carpet will be rolled out at Toy Fair® for an evening of heartwarming tales, furry friends, and nostalgia as Build-A-Bear premieres its new film, Unstuffed: A Build-A-Bear Story; Every Bear Has a Tale, by renowned documentarian Taylor Morden. The event will take place on Saturday, September 30 at the Javits Center General Session Theater 1E09.

“As Build-A-Bear marks over 225 million furry friends made over the last 25 years, this documentary and this exclusive event at Toy Fair is intended to celebrate the entrepreneurial spirit and creative energy of all of the inspiring people of the toy industry who have dedicated their lives to children and enabling the child in all of us to shine,” said Sharon Price John, executive producer of the film and CEO of Build-A-Bear.

All registered Toy Fair attendees are invited to RSVP by September 15* for a complimentary spot at the event. The night will begin at 6 p.m. at the red carpet with champagne and light snacks, followed by the exclusive viewing of Unstuffed: A Build-A-Bear Story. The event will conclude with a Q&A session with:

  • Director, Taylor Morden, who also directed the popular documentary The Last Blockbuster
  • Producer, Patrick Hughes, who also produced the hit animated film Bad Guys
  • Executive producer and CEO of Build-A-Bear, Sharon Price John

Film Synopsis
Through the eyes of our teddy bear narrator (voiced by Jon Lovitz), follow the furry footsteps of a single idea that reimaged not one, but two, industries. Starting with the 1997 entrepreneurial inspiration of founder Maxine Clark to launch an experiential mall-based retailer where kids could make their own stuffed animals, to one that has grown into a multigenerational pop culture icon with a global footprint, this documentary captures the real reason behind the success of the brand while recognizing the tenacity and spirit of the people who drove it. This extraordinary journey chronicles the company’s fad-like early success, navigation of the mall apocalypse and its unlikely COVID reinvention — all while staying true to the mission of “adding a little more heart to life.”

*Please note that you must be registered for Toy Fair to be eligible to attend the event. Space is limited and RSVPs will be accommodated at a first come, first served basis. Reserve your spot today here.

Toy Fair will take place September 30 to October 3 in New York City. Attendee registration is now open. Visit to learn more.