Build-a-Bear attracts mature consumers thanks to TikTok influencers

Sharon Price John, CEO of Build-A-Bear Workshop, has a surprising statistic for anyone who’s ever spent time with a child at one of the chain’s stores, hoping to return to the adult world as soon as possible: “40% of our shoppers are adults.”

That reports CNN that Build-A-Bear has seen a notable uptick in demand as pandemic restrictions ease around the world and that renewed demand includes countless shoppers from their early teens.

According to CNN, there are 400 Build-A-Bears worldwide, where for prices between $14 and $30, customers can stuff a plush toy of their selection and then customize it with clothing and even recorded messages. For the third quarter of 2022, the company reported a 9.9% year-over-year revenue increase, reportedly its seventh consecutive quarter of higher sales.

The influx of older shoppers includes gift-seeking customers and collectors. Build-A-Bear has enhanced its product offerings by licensing popular characters from movies and games.

Eric Beder, CEO of Small Cap Consumer Research, tells the cable news outlet that “there is clearly a high demand for collectors with key licensed items such as pokemon, Star Warsolder movie characters The nightmare Before Christmas and video game-driven items like Mario and Luigi.”

Beder also says that TikTok influencers have held Build-A-Bear “stuffing parties” and that those products are selling fast. Price John added that teens have many reasons to return to the store, including “creating … viral moments with our products on TikTok.”

The best thing about older consumers according to Beder? “The older customer spends more, isn’t driven by discounts, and makes multiple purchases…a really nice demographic.”