What looks and smells like a circus animal cookie, but is six times as big, costs six times as much, and can’t be eaten? A stuffed animal from Build-A-Bear’s latest collection! In an effort to appeal to consumers’ sense of nostalgia, the experiential retailer recently released a new product line inspired by everyone’s favorite pink and white circus animal cookies.

The Frosted Animal Cookie Collection

According to the company’s press release, what makes the Frosted Animal Cookie Collection unique is that it “brings a beloved childhood treat into the brand’s signature make-your-own experience,” while “blending whimsical design with personalization and heart.” Colorful, playful, and downright adorable, the collection features a stuff-able pink giraffe and white camel, three smaller pre-stuffed animals, and a handful of circus-cookie-inspired accessories. And the best part? The toys can even smell like circus cookies, thanks to the optional frosted animal cookie scent, which you can add for just $5.

When describing how the campaign fits into Build-A-Bear’s overall marketing approach, the company also stated:

“This new collection is ideal for fans drawn to nostalgia‑inspired design, playful pop culture, and joyful moments worth celebrating. The launch supports Build-A-Bear’s current brand platform, ‘The Stuff You Love,’ which celebrates the emotional connections people form through meaningful moments, memories, and personalized experiences.”

For those interested in purchasing these confectionary creatures, the collection is currently available on Build-A-Bear’s website and at select brick-and-mortar locations.