Build-A-Bear Celebrates the Month of "OctoBEAR" with Second Wave of Halloween Collectibles
Rhea-AI Summary
Build-A-Bear Workshop (NYSE: BBW) is launching an expanded Halloween collection for 'OctoBEAR,' catering to a growing adult consumer base. The new line includes products inspired by Disney Tim Burton's 'The Nightmare Before Christmas' and Día de los Muertos bears. On October 1st, participating stores will offer the highly anticipated Pumpkin Kitty, which previously sold out online and generated a 55,000-person waitlist.
The company is tapping into the 'kidulting' trend, with up to 40% of its consumer base now comprising teens and adults. This trend has become the largest industry segment, surpassing the 3-5 year old demographic in revenue. Build-A-Bear's CEO, Sharon Price John, noted an increasing affinity for Halloween offerings and a significant rise in teen and adult sales, influencing product decisions, particularly for 'The Bear Cave' age-gated website area.
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News Market Reaction – BBW
On the day this news was published, BBW gained 4.95%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Highly Anticipated Return of Fan Favorite Pumpkin Kitty to Workshops Scheduled for October 1st
On Tuesday, October 1, ONLY in participating Build-A-Bear Workshop locations, the company is also launching the highly anticipated return of the make-your-own offering of the fan-favorite, Pumpkin Kitty. This purrrfect Halloween product from the Build-A-Bear historical vault quickly sold-out on BuildABear.com in August. The feline frenzy was further fueled at the time by an unauthorized viral leak of the product and contributed to generating a waitlist of over 55,000 names to be notified upon the Pumpkin Kitty's planned return in October. Kids and kidults alike are sure to be delighted to learn that the company will offer a make-your-own Pumpkin Kitty in all participating Build-A-Bear Workshops in
The "kidulting" trend, loosely defined as adults buying products primarily targeted to kids such as toys and plush, began some years ago and, according to toy industry sales data regarding the 18 year+ demographic, recently became the largest industry segment, generating more revenue than the 3-5 year old demographic for the first time, according to research reported by Circana.
"Guests have shown an increasing affinity to our scarily sweet Halloween offerings," said Sharon Price John, President and CEO of Build-A-Bear Workshop. "And while children remain our core consumer, Build-A-Bear has also seen a significant increase in teens and adults sales over the past few years, which have therefore had a growing influence over decisions for concepts, designs, and licenses particularly for product featured in our exclusive age-gated area on the company's website called 'The Bear Cave.'"
As we continue to celebrate the thrill of Halloween, the "Spooky Stuff You Love" will keep delighting guests at Build-A-Bear all season long. With our exclusive Glow assortment, wide variety of exclusive licensed favorites, spooky costumes for our furry friends, and festive events, there's something exciting for everyone. And with so much buzz around our Workshop, who knows what new surprises might pop up in November? Stay tuned and visit your local Workshop or visit Build-A-Bear Workshop® | Shop All The Stuff You Love (buildabear.com) to experience more Halloween fun.
About Build-A-Bear®
Since its beginning in 1997, Build-A-Bear has evolved to become a beloved multi-generational brand focused on its mission to "add a little more heart to life" where guests of all ages make their own "furry friends" in celebration and commemoration of life moments. Guests create their own stuffed animals by participating in the stuffing, dressing, accessorizing, and naming of their own teddy bears and other plush toys based on the Company's own intellectual property and in conjunction with a variety of best-in-class licenses. The hands-on and interactive nature of our more than 500 company-owned, partner-operated and franchise experience locations around the world, combined with Build-A-Bear's pop-culture appeal, often fosters a lasting and emotional brand connection with consumers, and has enabled the Company to expand beyond its retail stores to include e-commerce sales on www.buildabear.com and non-plush branded consumer categories via out-bound licensing agreements with leading manufacturers, as well as the creation of engaging content via Build-A-Bear Entertainment (a subsidiary of Build-A-Bear Workshop, Inc.). The brand's newest communications campaign, "The Stuff You Love," commemorates more than a quarter-century of creating cherished memories worldwide. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted consolidated total revenues of
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SOURCE Build-A-Bear Workshop
FAQ
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