Build-A-Bear Celebrates the Month of "OctoBEAR" with Second Wave of Halloween Collectibles
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.
Build-A-Bear Workshop (NYSE: BBW) sta lanciando una collezione di Halloween ampliata per 'OctoBEAR', rivolta a una crescente fascia di consumatori adulti. La nuova linea include prodotti ispirati a 'The Nightmare Before Christmas' di Disney Tim Burton e orsi del Día de los Muertos. Il 1 ottobre, i negozi partecipanti offriranno il tanto atteso Pumpkin Kitty, che era già esaurito online e aveva generato una lista d'attesa di 55.000 persone.
L'azienda sta approfittando della tendenza 'kidulting', con fino al 40% della sua clientela ora composta da adolescenti e adulti. Questa tendenza è diventata il segmento più grande dell'industria, superando il fatturato della fascia di età 3-5 anni. Il CEO di Build-A-Bear, Sharon Price John, ha notato una crescente affinità per le offerte di Halloween e un notevole aumento delle vendite tra adolescenti e adulti, che influenzano le decisioni sui prodotti, in particolare per l'area del sito web 'The Bear Cave' riservata a una fascia di età specifica.
Build-A-Bear Workshop (NYSE: BBW) está lanzando una colección de Halloween ampliada para 'OctoBEAR', dirigida a una creciente base de consumidores adultos. La nueva línea incluye productos inspirados en 'The Nightmare Before Christmas' de Disney Tim Burton y osos del Día de los Muertos. El 1 de octubre, las tiendas participantes ofrecerán el muy anticipado Pumpkin Kitty, que anteriormente se agotó en línea y generó una lista de espera de 55,000 personas.
La empresa está aprovechando la tendencia 'kidulting', con hasta el 40% de su base de consumidores ahora compuesta por adolescentes y adultos. Esta tendencia se ha convertido en el segmento más grande de la industria, superando el de los niños de 3 a 5 años en ingresos. La CEO de Build-A-Bear, Sharon Price John, señaló una creciente afinidad por las ofertas de Halloween y un aumento significativo en las ventas de adolescentes y adultos, lo que influye en las decisiones de productos, especialmente para el área del sitio web 'The Bear Cave' restringida por edad.
빌드-어-베어 워크숍 (NYSE: BBW)이 'OctoBEAR'를 위해 성인 소비자층을 겨냥한 Halloween 컬렉션을 확장하여 출시합니다. 새로운 라인은 디즈니 팀 버튼의 '크리스마스의 악몽'과 '죽은 자의 날' 곰에서 영감을 받은 제품들을 포함합니다. 10월 1일부터 참여 매장에서는 이전에 온라인에서 매진되어 55,000명의 대기자가 생겼던 기대의 펌킨 키티를 제공합니다.
회사는 소비자의 최대 40%가 이제 청소년과 성인으로 구성되고 있는 '키듈팅' 트렌드를 활용하고 있습니다. 이 트렌드는 수익 측면에서 3-5세 어린이 층을 초 넘어 가장 큰 산업 세그먼트가 되었습니다. 빌드-어-베어 CEO인 샤론 프라이스 존은 할로윈 제품에 대한 관심이 증가하고 있으며 청소년과 성인 판매가 크게 증가하여 특히 연령 제한이 있는 '더 베어 케이브' 웹사이트 영역의 제품 결정에 영향을 미치고 있다고 언급했습니다.
Build-A-Bear Workshop (NYSE: BBW) lance une collection d'Halloween élargie pour 'OctoBEAR', visant un public adulte de plus en plus important. La nouvelle ligne comprend des produits inspirés par 'The Nightmare Before Christmas' de Disney Tim Burton et des ours du Día de los Muertos. Le 1er octobre, les magasins participants proposeront le très attendu Pumpkin Kitty, qui s'était précédemment épuisé en ligne et avait suscité une liste d'attente de 55 000 personnes.
L'entreprise s'appuie sur la tendance du 'kidulting', avec jusqu'à 40 % de sa clientèle désormais composée d'adolescents et d'adultes. Cette tendance est devenue le plus grand segment de l'industrie, dépassant les revenus de la tranche d'âge des 3-5 ans. La PDG de Build-A-Bear, Sharon Price John, a noté une affinité croissante pour les offres d'Halloween et une augmentation significative des ventes auprès des adolescents et des adultes, influençant les décisions concernant les produits, en particulier pour la section du site web 'The Bear Cave' réservée à une tranche d'âge spécifique.
Build-A-Bear Workshop (NYSE: BBW) lanciert eine erweiterte Halloween-Kollektion für 'OctoBEAR', die sich an eine wachsende Gruppe erwachsener Verbraucher richtet. Die neue Linie umfasst Produkte, die von Disney Tim Burtons 'The Nightmare Before Christmas' und Día de los Muertos-Bären inspiriert sind. Am 1. Oktober werden teilnehmende Geschäfte das mit Spannung erwartete Pumpkin Kitty anbieten, das zuvor online ausverkauft war und eine Warteliste von 55.000 Personen hervorgebracht hat.
Das Unternehmen nutzt den Trend des 'Kidulting', wobei bis zu 40 % seiner Kundenbasis nun aus Teenagern und Erwachsenen besteht. Dieser Trend hat sich zum größten Segment der Branche entwickelt und übertrifft die Einnahmen der 3- bis 5-Jährigen. Die CEO von Build-A-Bear, Sharon Price John, merkte an, dass die Affinität zu Halloween-Angeboten zunimmt und die Verkäufe bei Teenagern und Erwachsenen erheblich steigen, was die Produktentscheidungen beeinflusst, insbesondere im Alter verknüpften Bereich 'The Bear Cave' auf der Website.
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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
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