Highly Anticipated Return of Fan Favourite
Pumpkin Kitty to Workshops Scheduled for October 1st
ST. LOUIS, Sept. 30, 2024 /PRNewswire/ -- Build-A-Bear
Workshop, Inc. (NYSE: BBW), the beloved multi-generational
global company best known for its iconic make-your-own-plush retail
experience, introduces an expanded Halloween collection to kick off
the month of "OctoBEAR." Due to Build-A-Bear's broadening consumer
base, of which up to 40% is now comprised of teens and adults, much
of the creatively creepy product line is designed to appeal to and
is in response to the growing trend called "kidulting." With
this second wave of Halloween plush, Build-A-Bear kids, collectors
and fans are likely to scream with delight in response to products
ranging from a collection inspired by the spooky classic film,
Disney Tim Burton's "The Nightmare Before Christmas," and a pair of
hauntingly creative Día de los Muertos (Day of the Dead) bears.
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-favourite, 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 unauthorised 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 United States, Canada and United
Kingdom tomorrow, Tuesday October
1st.
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 favourites, 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.co.uk) 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,
accessorising, 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.co.uk 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 $486.1 million for fiscal 2023. For more
information, visit the Investor Relations section of
buildabear.com.
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