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Build-A-Bear is aging up for tweens with a new brand.

Aug 06 2018

Build-A-Bear is aging up for tweens with a new brand. Kabu will feature plush toys, clothing, an app, and more. The aesthetic of the lifestyle brand takes cues from “kawaii-style art,” (think: Hello Kitty). The clothing line will include everything from leggings to lip gloss, while the app takes players through the characters’ hometown to pop bubbles and collect items. The characters themselves face typical tween struggles that young consumers can relate to. (Kidscreen)