Build-A-Bear and KFC are partnering for two-fold comfort: food and plushies. As YPulse just covered in our Merch Madness trend report, a brand can make almost anything into merch for young consumers. KFC is leaning into this while also tapping the kidult market for stuffed animals, making three chicken-themed costume pieces for Build-A-Bear. The idea is to combine the holiday togetherness of comfort food with a comforting gift. After all, Build-A-Bear says 40% of their customers are now teens and adults, so this kind of branded customization works even for a traditionally kids’ brand. (PR Newswire, Nation’s Restaurant News)
📊 YPulse data: 67% of 13-39-year-olds agree, “I should be able to personalize any toy I buy”
