US customised toy brand Build-A-Bear is aiming to reach as many as 9 million households in India’s top 15 cities by 2025.

Partnering with Tablez India for the move, Build-A-Bear India plans to expand to as many as 65 shop-in-shop format stores and 20 standalone stores over the next 10 years.

“The Build-A-Bear concept is a one-of-a-kind retail experience, and we are thrilled to bring it to India,” said Tablez MD Adeeb Ahamed. “We believe that children who come to our stores will be able to enjoy a different shopping experience that includes participation in creating stuffed animals of their own choice.”

Build-A-Bear has nearly 500 stores worldwide and has sold more than 175 million customised stuffed toys over 21 years. Stores feature a “Choose Me” wall where buyers can select an unstuffed animal and accessories.