Why 40% of Build-A-Bear's Customers Are Adults Now 👀

From How Leaders Lead with David Novak

Executive Summary

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4 quotes

Further expansion into the teen and adult 'kidult' market, which already comprises 40% of sales.
Leveraging deep brand equity and nostalgia to re-engage past customers.
Expanding strategic licensing partnerships with major IP holders.
Capitalizing on niche internet trends with unique 'trend animal' products.

Teens and adults account for 40% of Build-A-Bear's total sales.

Build-A-Bear's product expansion strategy involves licensing key characters from major intellectual property and entertainment companies.

Build-A-Bear has licensing partnerships with Warner, Disney, Sanrio, and Pokemon.

Build-A-Bear launched an age-gated online section called the 'Bear Cave' to target teen and adult consumers.

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