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Build-A-Bear Benefits from “Kidult” Consumers

Experienced plush collectors are fueling the brand’s growth.

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The plush brand Build-A-Bear built its reputation by providing kids with a one-of-a-kind toymaking experience. But the company’s future may rest in the hands of “kidults,” or older consumers who are looking to recapture their youth by purchasing products like plush toys. This video explains how Build-A-Bear crafted a unique in-store experience that it now offers to consumers of all ages through its online store. 

Questions:

  1. Why does Build-A-Bear consider its main competition to be theme parks and live entertainment rather than other toy companies?

  2. How do child-focused brands like Build-A-Bear cater to its “kidult” consumers?