Build-A-Bear Expands Popular 'After Dark' Valentine's Day Collection with Cuddly Cougar Gift Sets
Build-A-Bear has expanded its 'After Dark' Valentine's Day Collection with the introduction of The Cuddly Cougar gift sets, exclusively available through their 18+ age-gated microsite 'Bear Cave'. The collection features four unique gift sets targeting the growing 'kidulting' market, where adults embrace nostalgia and playful self-expression.
The sets include: Signature Faux Fur Coat, Sparkly Pink Sequence, 'On the Prowl', and Romantasy Book Club versions. Each plush features customizable voice recording capabilities. The After Dark Collection also includes 11 additional Valentine's Day plush gift sets and accessories, including the popular Lovable Lion with 'Zaddy' t-shirt that gained over two million social media views.
Build-A-Bear ha ampliato la sua collezione di San Valentino 'After Dark' con l'introduzione dei set regalo The Cuddly Cougar, disponibili esclusivamente attraverso il loro microsito 'Bear Cave' riservato agli utenti oltre i 18 anni. La collezione presenta quattro set regalo unici mirati al crescente mercato del 'kidulting', dove gli adulti abbracciano la nostalgia e l'auto-espressione ludica.
I set includono: Cappotto in pelliccia sintetica firmato, Sequenza rosa scintillante, 'On the Prowl' e versioni del Romantasy Book Club. Ogni peluche offre la possibilità di registrazioni vocali personalizzabili. La Collezione After Dark include anche 11 ulteriori set regalo di peluche e accessori per San Valentino, tra cui il popolare Leone Amorevole con t-shirt 'Zaddy' che ha ottenuto oltre due milioni di visualizzazioni sui social media.
Build-A-Bear ha ampliado su colección de San Valentín 'After Dark' con la introducción de los sets de regalo The Cuddly Cougar, disponibles exclusivamente a través de su micrositio 'Bear Cave', restringido a mayores de 18 años. La colección presenta cuatro sets de regalo únicos dirigidos al creciente mercado del 'kidulting', donde los adultos abrazan la nostalgia y la autoexpresión lúdica.
Los sets incluyen: Abrigo de piel sintética, Secuencia rosa brillante, 'On the Prowl' y versiones del Romantasy Book Club. Cada peluche cuenta con capacidades de grabación de voz personalizables. La Colección After Dark también incluye 11 conjuntos de peluche y accesorios adicionales para San Valentín, incluyendo el popular León Amigable con la camiseta 'Zaddy' que ha acumulado más de dos millones de vistas en redes sociales.
빌드어베어는 발렌타인 데이를 맞아 '애프터 다크' 컬렉션을 확장하며 더 커들리 쿠거 선물 세트를 선보였습니다. 이 세트는 18세 이상 이용할 수 있는 마이크로사이트 '베어 케이브'에서 독점 제공됩니다. 이 컬렉션은 성인이 향수를 느끼고 유쾌한 자기 표현을 즐기는 '키덜트' 시장을 겨냥한 네 가지 독특한 선물 세트를 특징으로 합니다.
세트에는: 시그니처 인조 모피 코트, 반짝이는 핑크 시퀀스, '온 더 프로울', 그리고 로맨타시 북클럽 버전이 포함되어 있습니다. 각 플러시는 사용자 맞춤형 음성 녹음 기능을 제공합니다. 애프터 다크 컬렉션에는 또한 11개의 추가 발렌타인 데이 플러시 선물 세트와 액세서리가 포함되어 있으며, 그 중 '자디' 티셔츠를 입은 사랑스러운 사자가 소셜 미디어에서 200만 뷰 이상을 기록한 인기 아이템입니다.
Build-A-Bear a élargi sa collection de la Saint-Valentin 'After Dark' avec l'introduction des ensembles-cadeaux The Cuddly Cougar, disponibles exclusivement via leur microsite 'Bear Cave' réservé aux plus de 18 ans. La collection comprend quatre ensembles cadeaux uniques visant le marché croissant du 'kidulting', où les adultes embrassent la nostalgie et l'auto-expression ludique.
Les ensembles incluent : Manteau en fausse fourrure, Séquence rose scintillante, 'On the Prowl' et versions du Romantasy Book Club. Chaque peluche propose des fonctionnalités d'enregistrement vocal personnalisables. La collection After Dark inclut également 11 autres ensembles-cadeaux en peluche et accessoires pour la Saint-Valentin, y compris le populaire Lion Amoureux avec un t-shirt 'Zaddy' qui a généré plus de deux millions de vues sur les réseaux sociaux.
Build-A-Bear hat seine 'After Dark' Valentinstag-Kollektion mit der Einführung der The Cuddly Cougar Geschenksets erweitert, die exklusiv über ihre 18+ geschützte Microsite 'Bear Cave' erhältlich sind. Die Kollektion umfasst vier einzigartige Geschenksets, die sich an den wachsenden 'Kidulting'-Markt richten, in dem Erwachsene Nostalgie und spielerische Selbstdarstellung annehmen.
Zu den Sets gehören: Signatur Kunstpelzmantel, Glitzernde rosa Sequenz, 'On the Prowl' und Romantasy Buchclub-Versionen. Jedes Plüschtier bietet anpassbare Sprachaufnahmefunktionen. Die After Dark Kollektion umfasst außerdem 11 weitere Valentinstag-Plüschgeschenksets und Zubehör, darunter den beliebten Liebenswerten Löwen mit 'Zaddy'-T-Shirt, der über zwei Millionen Aufrufe in sozialen Medien erzielt hat.
- Expansion into adult market through 'kidulting' trend
- Social media success with over 2M views for existing products
- Diversification of product line with 15 different gift sets
- Multiple distribution channels including Uber same-day delivery
- None.
Insights
Build-A-Bear's expansion of their After Dark Valentine's collection represents a masterful execution of market segmentation and digital transformation. This strategic initiative addresses multiple high-value opportunities:
1. Market Expansion & Revenue Diversification
- Tapping into the rapidly growing 'kidulting' market, estimated to be worth over
$35 billion annually - Creating exclusive online-only products that drive higher margins and digital engagement
- Leveraging micro-segmentation through age-gated content to protect brand image while exploring mature themes
2. Digital Strategy Excellence
- The Bear Cave microsite demonstrates sophisticated channel management, allowing brand extension without compromising core family values
- Integration with same-day Uber delivery services shows commitment to modern commerce expectations
- Social media virality (2M+ views) indicates strong digital marketing execution
3. Competitive Positioning
- First-mover advantage in the adult collectible plush market with sophisticated humor and themes
- Creating barriers to entry through brand trust and established digital infrastructure
- Building customer loyalty through personalization features (voice recording, customization options)
This initiative positions Build-A-Bear for sustained growth in the adult gift market while maintaining its core children's business. The strategy aligns perfectly with modern retail trends toward experiential shopping and digital-first commerce.
Company's 18+ Age-Gated Microsite Features Exclusive Selections for Growing 'Kidulting" Market, Blending Humor and Heart
Tapping into the rising "kidulting" trend—where adults embrace nostalgia and playful self-expression—this year's lineup delivers unique, memorable gifting experiences designed with grown-ups in mind.
Each Cuddly Cougar gift set brings a flirty charm, showcasing multiple purrsonalities. Dressed to impress, The Cuddly Cougar is ready to bring the purrfect look to life.
- Cuddly Cougar Stuffed Animal Signature Faux Fur Coat. This cute cougar plush looks fierce and fashionable dressed in her black outfit complete with a faux fur leopard print coat.
- Cuddly Cougar Stuffed Animal Sparkly Pink Sequence. Cuddly Cougar is on the prowl for the nearest dancefloor in this fab stuffed animal gift set! This fierce cougar plush looks extra fashionable dressed in her sparkly pink sequin dress complete with silver heels on her paws.
- Cuddly Cougar Stuffed Animal 'On the Prowl.' This fiercely fun cougar plush comes dressed in her own "On the Prowl" tee complete with flared denim jeans, black boots and a black handbag on her paw.
- Cuddly Cougar Stuffed Animal Romantasy Book Club. Will you let this wildly cute cougar plush join your pack of Romantasy readers? The cougar stuffed animal includes its "Romantasy Book Club" outfit complete with a plush caBEARnet wine and glass set in its paws (because book club is fun even if you don't actually finish the book!).
For an extra-special touch, there is a Record Your Voice sound chip in the plush that allows you to add a custom message, making these plush gift sets truly unforgettable.
The After Dark Collection also features 11 additional Valentine's Day plush gift sets and a variety of exclusive accessories that take gifting to a whole new level. From the fan favorite Lovable Lion decked out in the viral "Zaddy" t-shirt, which has garnered over two million views on Build-A-Bear's social media—to the Jennifur Cat Plush Red Dress Gift Set. Add sweet plush extras like chocolate-covered strawberries, red roses, a kitten heel, and a custom voice message to create a personalized gift as bold, sentimental, or unique as the person receiving it.
The Build-A-Bear After Dark collection is available exclusively online through the brand's 18+ age-gated microsite, which launched in 2019. To shop the After Dark collection, visit https://www.buildabear.com/the-bear-cave/after-dark.
For more information about Build-A-Bear's broader Valentine's Day collection, deals and same-day Uber deliveries of select furry friends and gifts visit www.buildabear.com or follow @buildabear on Facebook, Twitter, YouTube, Instagram, and TikTok.
For product images click here.
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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