Build-A-Bear is looking at “kidults” as a key in its consumer market. The company has been successfully engaging Gen Z and Millennials, with teens and adults now accounting for 40% of its customer base. (Though they are managing to stay popular with Gen Alpha!) And their collabs with various pop culture components—most recently with the upcoming Wicked movie, as well as franchises like Pokémon and Animal Crossing—combined with childhood nostalgia have contributed to this success. Though, they’ve also tapped more mature visuals that won’t appeal doubly to children, like those from their adult-only Valentine’s collection last year. Build-A-Bear’s stock has seen a 14% increase just this year, reaching record highs, while revenue from its physical stores has surged by 80% compared to a decade ago. However, competitors like Squishmallow are eager to retain their Gen Z and Millennial audiences, creating a competitive landscape among the brands. (Fortune)
📊 YPulse data: 23% of 18-24-year-olds still play with stuffed toys
