Build-A-Bear Workshop has introduced same-day delivery across 33 of its UK stores in partnership with Uber Direct, a move timed to coincide with the pre-Christmas trading period. The service enables customers to receive orders, including personalised teddy bears and plush toys, on the day of purchase within selected delivery zones.
The delivery offer is available via Uber Direct, Uber’s white-label logistics service, which uses the same network of couriers as Uber Eats. Under the arrangement, Build-A-Bear customers can book a scheduled delivery slot and track their parcel’s progress in real time. The service is designed to provide a rapid delivery option without requiring shoppers to visit stores during the peak festive period.
The launch follows an existing partnership between the two companies in the United States, where same-day delivery has already been implemented. Build-A-Bear’s UK customers are now able to order products for delivery from participating stores and receive them the same day. Customisation options remain available, including the addition of outfits, sounds, scents and accessories to selected items.
Colleen Draper, Retail and Operations Director Europe at Build-A-Bear Workshop, said:
“We’re all about adding a little more heart to life for families and their loved ones – but we know that not everyone can visit a store, especially during the festive frenzy. By partnering with Uber Direct, we’re making it easier for rushed shoppers to get their hands on meaningful gifts when they are needed most. This reflects our focus on accessibility, emotional connection and meeting guests’ needs wherever they are.”
According to a survey published by Retail Economics in collaboration with Uber Direct, 52% of consumers would consider paying a premium for goods delivered within two hours. The report suggests an increasing consumer appetite for expedited delivery services during busy retail periods.
The UK implementation of the service forms part of Uber Direct’s ongoing expansion in retail logistics. As a white-label platform, it enables businesses to offer branded delivery options using Uber’s infrastructure without directing customers through the Uber app. The same-day service offered through Build-A-Bear includes live courier tracking and scheduled time windows.
Caroline Varga, Regional Manager for Uber Direct EMEA, said:
“Build-A-Bear furry friends make the perfect gift for any occasion, including last minute or spontaneous surprises. This new same-day delivery option will help the brand to stand out by reaching new shoppers and strengthening bonds with long time customers. We’re excited to partner with the team in the UK and help even more people experience the joy of Build-A-Bear.”
The service has been introduced during the final weeks of the Christmas sales period, a time when logistics capacity and delivery timelines are closely scrutinised across the retail sector. Retailers often implement enhanced fulfilment options to respond to time-sensitive consumer behaviour during this period.
While same-day delivery has expanded in sectors such as grocery and electronics, its application in the toy and gifting category is comparatively recent. Build-A-Bear’s move aligns with wider trends in retail operations that focus on speed and delivery flexibility, particularly in urban centres.
The company has not confirmed the number of delivery zones currently covered, nor whether additional stores will be added to the programme after the festive season.
