Stuffed animals are still a big part of childhood, but Build-A-Bear is adding some digital elements to their experience to appeal to young consumers growing up in a tech-centric world.

Stuffed animals are still a big part of childhood, but Build-A-Bear is adding some digital elements to their experience to appeal to young consumers growing up in a tech-centric world. Store designs are getting digital facelifts, and the brand has launched a new app and website that includes games, storytelling, and shopping; along with a YouTube series that features their plush characters. In an effort to please all ages, as 20% of their customers are actually 14 and older, the store is also collaborating to create a Disney Princess line, Frozen and Marvel characters, and an upcoming Star Wars: Episode VIIcollection. (brandchannel)