Kidults made Build-A-Bear cool again. Build-A-Bear’s stock has skyrocketed over 2,000% in the last five years—now beating out tech giants like Nvidia and Microsoft. The success comes from a mix of nostalgia, kidulting—which YPulse data has been spotlighting for years—and a one-of-a-kind in-store experience that can make a core memory even for adult shoppers. YPulse data backs up the popularity with kidults: 24% of 18-39-year-olds have already been to Build-A-Bear as adults, and another 38% want to go. So, while other mall brands close shop, Build-A-Bear is opening new stores, expanding online, and cashing in on collabs with Disney, Pokémon, and NFL teams. (The Washington Post)
👀 Read more from YPulse: Here Are Kidults’ Top 10 Favorite Toy Brands
