The bear had abs.
Actual abs on a sickly green Build A Bear version of the Hulk. Bruce wasn't sure if he should be amused or mortified by the smiling stuffed animal that he held awkwardly at arms length. He decided on a combination of both.
"Tony...Tony what is this?
Tony merely grinned at him and bounced on his feet like an excited child, "It's a Build A Bear, Bruce, get with the program."
Bruce stifled a sigh and pinched the bridge of his nose. He knew that much. "I was actually questioning why it looks like the Hulk, and more importantly, why it has abs."
Tony slung an arm around Bruce, his smile only growing as people in the store began to take notice of them and stare, "It's called marketing, my angry green friend. What better way to advertise the Avengers than by making some Hero themed bears?"
Bruce offered a cautious smile to a glaring mother, "And why do we need advertising, exactly?"
"Because Steve said we didn't need any," Tony chirped in response as he grabbed a bear with iron man faces printed on, "And because I've always wanted a Build A Bear named after me, haven't you?"
"No," Bruce deadpanned, though his mouth quirked up in a betraying grin.
"There's a smile!" Tony cheered as he headed over to the counter, "Bring your bear over here, Bruce, it's on me!"
Bruce chuckled and hugged the bear to his chest, a soft smile on his face. His eyes darted around to see a little girl pick up a Hulk Bear with an excited gasp. She ran over to get it stuffed, and Bruce thought that maybe...just maybe...he was a hero after all.