91. (Trends) Kidulting, Experiences and Storytelling: A Revisit to Build-a-Bear's Growth
Description
Build-A-Bear Workshop turned birthday rituals and heart ceremonies into a growth engine, with its stock up about 1,900 percent in five years and domestic store traffic up 3 percent while the national benchmark fell. Paula revisits her conversation with CTO Dara Meath to unpack the experience-first model, the rapid 18-month digital sprint from mobile POS to 2D/3D visualization, and the rise of the “kidult” that powers higher-value collecting and gifting. From clever social drops like the Fruit Stand to a culture that “sells stories, not items,” this episode breaks down how emotion, omnichannel execution, and brand discipline translate into real results. Listen for takeaways any retailer can apply.
Check my interview with Dara Meath here
See Build-a-Bear Workshop (BBW) latest results here
Visit the Bear Cave and get a CaBEARnet
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