Build-A-Bear made a large-scale experiential retail space. The new three-story workshop in Orlando is designed by the same firm as FAO Schwarz’s New York flagship and expands the classic stuffie building experience with more personalization. (Which we know Gen Z loves to see!) From eye color to scents to exclusive, custom-embroidered clothing for their creation and even customizing a sweet treat at the bakery, the aim is for visitors to fully immerse themselves in the brand. And, as so many toy brands are now, it’s built with kids and kidults in mind. YPulse knows that Gen Z adults have been a big part of fueling the toy industry’s growth in the last several years, and immersive, nostalgic experiences are one major way they like to engage. In fact, YPulse’s Toys and Play data shows 16% of 18-29-year-olds have gone to a toy brand experience (e.g. Jellycat Cafe, etc.) as an adult, and another 38% haven’t but would like to. (People Brands And Things)
👀 Read more from YPulse: Gen Z Is Bringing Play into Adulthood—in 3 Stats
