The only global company that offers an interactive make-your-own stuffed animal retail-entertainment experience, Build-A-Bear Workshop was founded in 1997 and currently operates over 400 stores worldwide, including company-owned stores in the US, Puerto Rico, Canada, the UK, Ireland and France, and franchise stores open or scheduled in 17 countries throughout Europe, Asia, Australia, Africa and the Middle East.
The company offers an extensive and coordinated selection of merchandise, including over 30 different styles of animals to be stuffed and a wide variety of clothing, shoes and accessories for the stuffed animals. The concept appeals to a broad range of age groups and demographics, including children, teens, parents and grandparents. Build-A-Bear Workshop stores, which are primarily located in malls, are destination locations and draw guests from a large geographic reach.
The company opened its first store in Mexico City, Mexico in April, as well as a second store in Dubai and new openings in South Africa. This accompanies continued expansion in countries such as Russia, Japan, Australia and Singapore.
The company also has concessions in zoos, museums and baseball parks in the US, though, with the exception of its single concession in Hamleys, London, the concept has not yet been expanded outside the US.
In 2009, 80 per cent of Build-A-Bear Workshop guests who completed the satisfaction survey gave their store visit the top rating of ‘highly satisfied’. Build-A-Bear Workshop is one of the tenth largest toy retailers in the US, according to Playthings Magazine, based on 2008 revenues of retailers with ongoing operations.
“We are very proud to have reached that level,” says Founder and Chief Executive Bear, Maxine Clark. “But we are much more than a toy retailer; we are a powerful, growing, interactive global entertainment brand. Our broad demographic appeal is a big reason why we have sold almost 85 million stuffed animals around the world.
Our partnerships with landlords in every country and every mall that we are in is also a major contributory factor behind the growth and success that we have achieved in such a short time.
“When we speak to landlords, it is clear that they want us in their centres because Build-A-Bear Workshop brings in a good clientele, but we must first ensure that we find the best possible positioning and achieve the right synergy in order to proceed,” she says.
Whilst in no hurry to increase the brand’s international presence, Clark sees huge potential in markets such as India and China, whilst the Middle East continues to present tremendous opportunities.
“This is a brand for the long term, so we are not setting ourselves huge overnight targets. We believe that we can have as many stores internationally as we have in the US in the short term. In the long term, it is not out of the question that we have 100 stores in China alone, for instance.
For the full article, please see the June 2011 issue.
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