Build-A-Bear isn’t just for kids these days, the brand is releasing a gift box collection to establish itself in the young adult Valentine’s Day space.

Build-A-Bear isn’t just for kids these days, the brand is releasing a gift box collection to establish itself in the young adult Valentine’s Day space. In the spirit of all things love and Valentine’s Day, Build-A-Bear is launching HeartBoxes—a collection of four themed boxes featuring curated trinkets, sweets, and of course, a fluffy bear. And while Build-A-Bear isn’t a go-to when it comes to young adult Valentine’s Day gifts, they’re hoping to enter the “adult-to-adult” gifting space with HeartBoxes (don’t worry, there’s nothing sexual about these boxes despite being branded as “adult entertainment”). The boxes range from a “Romantic at Heart Box,” a “Little Bit of Sunshine Box,” “Hooray! It’s Your Birthday Box,” and “You’re the Best Box.” Each themed box features its own teddy bear with a personal voice message (if consumers choose to include), a candle or tumbler bottle, candy, and more. Build-A-Bear notes that the tween, teen, and adult consumer-base represents over 40% of its sales, and it hopes the HeartBox collection will help young adults create special memories for special occasions—whether it be celebrating a loved one’s birthday or helping set the mood for Valentine’s Day. (Retail Dive, Mashable)