20 | Acquisition International, Issue 8 2024 Jun24262 The Global Face of Custom Teddy Bears t’s hard to envision stuffed toy shopping without thinking of BuildA-Bear, and it’s easy to see why. It’s the retail journey that birthed its own niche and breathed new life into the high street. Teddy bears are everywhere, and they’ve remained a staple of the toy world since the first was created in 1902. The advent of Build-A-Bear Workshop was a leap in teddy tech, propelling one of the world’s most famous toys into the new century by allowing customers the freedom to build their very own stuffed companion. Today, the brand spans 500 workshops across the globe and a thriving online store, offering shoppers the bear-crafting experience from the comfort of home. Builders may dress their cuddly creations from a vast wardrobe and even select a scent to add a little extra something to the result. Be it a touch of strawberry, lavender, or any of the workshop’s SCENTiments aromas, it’s the cherry on top of a unique experience. Customers may also record voice lines for their creations or choose from a range of pre-recorded options. From the look and feel of a bear to the way it smells and sounds, the personal touch underscores every element of the workshop experience. What’s more, it’s not just consumers who’ve taken notice of the BuildA-Bear phenomenon. Huge brands such as Hello Kitty, Pokémon, and Harry Potter have left their mark on the workshop in the form of branded additions to its lineup. Year upon year, more characters and accessories from world-renowned brands and franchises join the roster, forming a standout range of merchandise for fans. While teddy bears began as a children’s toy over a decade ago, Build-ABear sees the demand in customers of all ages. Its Bear Cave caters to the adult audience, comprising a line of seasonal characters and online exclusive offers, such as the margarita cat plush and St Patrick’s Day frog. For the artistic palette, bears patterned with Monet and Hokusai make it into the cave, diversifying its range to delight the grownup shopper. Sharon Price John has been president and CEO since 2013, and she takes great pride in her place at the head of Build-A-Bear. Having stewarded the company through a financial turnaround, she guides the team to uphold excellent standards with candour, integrity, and a deep respect for the tale of its creation. Her professional journey is an inspiring one, beginning in the New York advertising scene and bringing her through various instrumental roles for major brands, such as Hasbro and Mattel, to where she is today. Since Build-A-Bear Workshop first appeared on the high street, its magic, relevance, and brand appeal has endured. In Sharon Price John’s experienced hands and staffed by an enthusiastic, committed team at every level, the company will no doubt continue to maintain its singular presence on the toy market. Beyond that market, its influence is felt throughout the consumer space in the form the niche it created, “experiential retail.” From the seed of Maxine’s vision all those years ago, it has grown quite a legacy. Contact: Dara Meath Company: Build-A-Bear Workshop Web Address: www.buildabear.co.uk Since its doors opened in 1997, Build-A-Bear Workshop has risen from the humble creative vision of Founder Maxine Clark to become the very face of personalised stuffed toys. Millions of customers have shared in Maxine’s inspiration over the years, enjoying the revolutionary blend of shopping and creating something truly unique. This is one of the many reasons it has won Best Stuffed Animal and Plush Toy Retailer 2024 – USA. It’s not a bear you find in one of their workshops; it’s your bear. You’re just bringing it home! I
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