Build-A-Bear, the home to make-your-own-plush retail experience, announced a second drop of autumnal-themed stuffed animals for October. Retail guests can choose from several licensed characters and beloved animals from the company’s vault collection.
Build-A-Bear has honed a niche with “kidults,” adults with purchasing power interested in products targeted to kids. According to research by Circana, toys, plush, and collectibles bought by adults are now the most significant industry segment. Forty percent of the company’s consumer base are teens and adults.
Guests have shown an increasing affinity to our scarily sweet Halloween offerings. 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.'”
— Sharon Price John, President and CEO of Build-A-Bear Workshop
Among the anticipated releases is Pumpkin Kitty, an orange cat with pumpkins printed on its fur. The item went viral in August after an unauthorized leak and quickly sold out; more than 55,000 names are on the waitlist for its October return.
Build-A-Bear also released a Disney collection from The Nightmare Before Christmas. Main characters Jack Skellington, shaped like a bear, and Sally include their iconic songs. The plushes are joined by a light-up ghost dog, Zero, a neon green Ooogie Boogie monster, and The Mayor. Outfits for existing Build-A-Bear plushes are also available.
In addition to Disney-licensed characters, OctoBEAR promises plushes inspired by classic Halloween films and holiday clothing for existing plushes. The company also released a line celebrating Day of the Dead with a skeleton teddy and two outfits.
A Day of the Dead bear is among the releases for OctoBEAR. | Source: Build-A-Bear
A suit for the holiday is available for purchase. | Source: Build-A-Bear
A dress for the holiday is available for purchase. | Source: Build-A-Bear
Build-A-Bear’s OctobEAR offerings are available online and in all U.S., UK, and Canadian stores. The company has more than 500 stores nationwide. To learn more, visit buildabear.com.
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