Building but cute takes you behind the scenes with a young, scrappy, and imperfect team as they build a plush toy brand from the ground up.

Each episode follows Mikey Schumacher and the team as they tackle one real problem they’re trying to solve that week. No highlight reels. No recycled, goofy LinkedIn founder wisdom. Just the messy, chaotic reality of building something from scratch, and figuring it out as they go.

In Episode 9, Mikey, Trisha, and Jovita reveal the chosen names for the new community-built but cute characters and share what’s next for the upcoming community survey!