Build-A-Bear Workshop, where kids and kids-at-heart can create cuddly pals to take home, is going to sea in an exclusive partnership with Carnival Cruise Line. The first Build-A-Bear Workshop at Seat will debut onboard Carnival Dream, and will roll out aggressively to the rest of the 25 ships in the Carnival fleet, with all ships offering the retail offering by Summer 2017.

In addition to bears, monkey, leopard, turtle, and other popular designs are available. The retail program will be added to the ships kids centers (called “Camp Ocean”) as well as in pop-up form to onboard programming at designated times throughout the cruise. The ships’ entertainment staffs will also host Build-A-Bear At Sea theme parties with music and bear-themed snacks.

I love this idea – not just because I’m a firm believer in the therapeutic qualities of cuddly toys (for kids and adults) when travel can get stressful (and let’s be honest, sometimes cruises can be, particularly for younger travelers facing new situations and environments) but because it’s just plain fun. Cynics might call this a money-grab, but I call it a fun way to pass the time, particularly on sea days, and it’s consistent with cruise lines’ recent efforts to partner with well-known brands to enhance their onboard entertainment and retail products.

Bears start at $20; accessories start at $5.