Build-A-Bear Workshop unveiled a new line of collectible plush friends, SKOOSHERZ, that are uniquely styled for optimal squishing and hugging benefits. Named after a hug, or a "skoosh," these adorable spherical furry friends are made with an ultra-soft plush and extra huggable stuffing making them perfect for "skooshing." SKOOSHERZ's new look and feel are a departure from the iconic brand's signature assortment of make-your-own plush friends and will feature a variety of characters at the initial launch with new collectible versions of these charming friends expected to be released throughout the year. As a teddy bear hug authority, Build-A-Bear was inspired to create the extra huggable SKOOSHERZ as research indicates hugs improve emotional and physical wellbeing by increasing oxytocin levels (also known as the "cuddle hormone") to promote a sense of security.

Launching in anticipation of National Hug Day on January 21, Build-A-Bear's new SKOOSHERZ collection is expected to benefit many with a big happy "skoosh" (or perhaps ten), which is aligned with company mission to add a little more heart to life. Build-A-Bear will be celebrating National Hug Day across the country with a special introductory promotion for SKOOSHERZ. Beginning January 12, 2024, and for a limited time, select Build-A-Bear Workshops and BuildABear.com will offer guests an opportunity to buy SKOOSHERZ for a special price of $10 (standard retail price of $20.00) with the purchase of a make-your-own furry friend.

SKOOSH, SQUEEZE AND SHOP!: The initial collection of SKOOSHERZ new huggable friends features five fan-favorite Build-A-Bear characters, including a new version of the best-selling Toy of the Year Finalist, Axolotl. The character designs are a fresh take from the iconic make-your-own plush from the brand. Utilizing a new rounded huggable design and adorable styling to bring smiles to guests' faces, the initial launch will include: SKOOSHERZ Pink Axolotl: fan-favorite pink axolotl transforms into a large, round plush which has the axolotl's signature smiley face with fuzzy pink gills on its side.

Make a splash with this ultra huggable axolotl friend! SKOOSHERZ Rainbow Sparkle Teddy Bear: SKOOSHERZ Rainbow Sparkle Teddy Bear is new addition to this line of collectible plush! With its rainbow fur, sparkly ears and irresistible smile, this huggable bear provides a colorful skoosh.

SKOOSHERZ Red Raptor: Give DINO-mite hugs with this adorable SKOOSHERZ Red Raptor! ur SKOOSHERZ are known for their huggable shape, and this Red Raptor plush delivers on the prehistoric fun due to its red stripes and toothy smile. SKOOSHERZ Spring Green Frog: If haven't experienced a SKOOSHERZ hug yet, HOP TO IT!

This popular Spring Green Frog can't wait to leap into collection. With its bright green fur and adorable froggy face, this SKOOSHERZ frog will become anyone's new best friend. SKOOSHERZ Strawberry Cow: This SKOOSHERZ Strawberry Cow makes an udderly adorable pal!

With its pink splatter fur and little white horns, this circular cow plush takes farm fun to the next level.