Paramount Consumer Products has partnered with Build-A-Bear Workshop to launch a range of merchandise and retail experiences in celebration of its new family comedy film IF‘s opening day. 

The collab kicks off today with Build-A-Bear’s flagship stores in England’s Bluewater Shopping Center, New Jersey’s American Dream Mall and California’s Culver City transformed with decor inspired by the movie’s cast of imaginary friends.

Meanwhile, all US locations will carry a new range of exclusive merchandise, including a buildable plush based on IF‘s star imaginary monster Blue, and branded gift sets for customizing existing teddy bears with pajamas and t-shirts. In addition, Build-A-Bear stores are running a new heart ceremony—crafted by IF writer/director John Krasinski—that lets kids choose a satin heart for Blue, make a wish and then place it inside their freshly stuffed friend. 

IF launches in theaters worldwide this week, telling the story of a young girl who can see everyone’s imaginary friends. She teams up with her older neighbor to reconnect some lost and forgotten imaginary friends with their grown-up kids.