Build-A-Bear has issued an urgent recall for one of its plush toys after safety concerns were raised over a detachable zipper component. Parents who bought the affected bear have been told to stop using it immediately and return it to stores for a refund.
The recall affects around 36,000 products sold across the UK earlier this year. According to the Office for Product Safety & Standards (OPSS), the issue relates to a potential choking hazard linked to the toy’s zipped pouch.
The product involved is the Heartwarming Hugs Bear 2, a brown weighted plush bear sold between 21 January and 6 March 2026. The affected toys carry the model number 434464 and were manufactured in China.
According to consumer group Which?, customers should return the toy to any local Build-A-Bear store. The organisation repeated official guidance advising families to stop using the product immediately while the recall remains in place.
Zipper Defect Prompted Official Safety Recall
The Heartwarming Hugs Bear 2 includes a zipped pouch containing a removable heart filled with ceramic beads. The insert can be heated or cooled before being placed back inside the bear.
According to the OPSS, the zipper attached to the pouch can detach during use, creating a small loose part that may pose a choking hazard to children. The agency noted that young children have a “natural tendency to explore objects by placing them in their mouths”.
The OPSS classified the overall risk level as low, though it confirmed that the toy does not comply with the requirements of the Toys (Safety) Regulations 2011. The recall notice applies specifically to bears sold during the six-week period earlier this year. No other Build-A-Bear products were mentioned in the safety warning published by regulators.
Which? also highlighted the recall in a public warning to parents and carers. The consumer group urged anyone who purchased the toy to seek a refund through Build-A-Bear stores rather than continue using the product.
Customers Advised to Return Affected Products
Build-A-Bear operates stores across the UK, including two locations in Manchester at the Arndale Shopping Centre and the Trafford Centre. The retailer is known for allowing customers to assemble personalised soft toys in-store.
According to details published on the official Product Safety recall page, customers can contact Build-A-Bear directly for further information about the recall process. A dedicated helpline and email address have also been provided for enquiries linked to the affected toy.
The OPSS said the recall was necessary because the detached zipper component could become accessible to young children. Regulators did not announce any injuries linked to the product in the published notice.
The recall comes as product safety agencies continue monitoring toys and children’s products sold in the UK market. Information released by the OPSS focused specifically on the detachable zipper and the potential risk associated with small parts.
Customers seeking further guidance have been advised to contact Build-A-Bear through its official support channels or visit the government-backed Product Safety recall page for updated information linked to model number 434464.
