Build-A-Bear Entertainment announced the premiere date of its newest film, Christmas CEO, which is part of Hallmark Channel's annual "Countdown to Christmas" programming event. The film premiered in a prime slot the day after Thanksgiving on Friday, November 26, 2021 at 6pm ET/5pm CT on Hallmark Channel. 

Build-A-Bear Workshop hosted toy drives at seven flagship locations across the country, provided an opportunity for guests to donate toys that were distributed to underserved children at Christmas. Guests can created special Build-A-Bear furry friend to donate or they brought a new, unwrapped toy to Build-A-Bear Workshop locations.

Christmas CEO starred, Marisol Nichols and Paul Greene. The film shared the story of Christmas "Chris" Whittaker (Nichols) who, because she was named for her holiday birthdate, believed she was destined to make toys and becomes the CEO of a small toy business. She is sure that her dreams came true when she received a once in a lifetime offer to merge with a mega toy company until she discovered that the merger will require a signature from her ex-business partner (Greene) to seal the deal. What he helped her rediscover, with a little help from Santa, changed both of their lives.