“OctoBEAR” Celebrations
Build-A-Bear Workshop, Inc. (NYSE: BBW), a beloved multi-generational global company renowned for its iconic make-your-own-plush retail experience, is excited to unveil its second wave of Halloween products as part of the “OctoBEAR” celebrations. The company has broadened its Halloween collection, responding to a growing consumer trend that includes a significant increase in teen and adult buyers, known as “kidulting.” The latest Halloween collection, crafted with both children and collectors in mind, is set to capture the imaginations of fans and enthusiasts alike.
Exciting New Additions to the Collection
The new collection features products inspired by Disney Tim Burton’s spooky classic, The Nightmare Before Christmas, alongside two special Día de los Muertos (Day of the Dead) bears. With these creatively designed plush toys, Build-A-Bear aims to appeal to its broad customer base, which now includes approximately 40% of teens and adults. This shift in consumer demographics has played a key role in the company’s decision to offer a product line that caters to both younger fans and the increasingly popular “kidult” market.
Return of the Fan-Favourite Pumpkin Kitty
To mark the beginning of October, Build-A-Bear is also bringing back one of its most sought-after products, the Pumpkin Kitty. Available starting Tuesday, October 1, exclusively in participating Build-A-Bear Workshop stores, the Pumpkin Kitty is making its highly anticipated return after an initial sell-out on BuildABear.com earlier this year. The re-release of this fan-favourite plush is expected to delight both kids and adult collectors alike.
The Pumpkin Kitty first gained widespread attention in August when it quickly sold out online. Interest in the product surged even further following an unauthorised viral leak, resulting in a waitlist of over 55,000 eager customers. As of October 1, fans in the United States, Canada, and the United Kingdom will once again have the opportunity to create their own Pumpkin Kitty in select Build-A-Bear Workshop locations.
The Rise of “Kidulting”
The “kidulting” trend, which describes the phenomenon of adults purchasing products traditionally designed for children, such as toys and plush, has grown significantly in recent years. According to toy industry data from Circana, the 18+ demographic has now surpassed the 3-5-year-old demographic in terms of revenue generated, becoming the largest segment of the toy industry. This trend has had a notable impact on Build-A-Bear’s business model, with sales to teens and adults increasing and influencing the company’s product development.
A Word from Leadership
Our Halloween-themed products have sparked incredible excitement among our guests, stated Sharon Price John, President and CEO of Build-A-Bear Workshop. Although children are still our primary focus, we’ve noticed a significant increase in interest from teens and adults.
This shift has been a key factor in our decision-making process when developing new concepts, designs, and partnerships, particularly for items in our age-gated area, ‘The Bear Cave,’ https://www.buildabear.co.uk/the-bear-cave which is exclusively available on our website.”
Future Surprises
As the Halloween season progresses, Build-A-Bear is set to enchant fans with its collection of ‘Spooky Stuff You Love. From glow-in-the-dark items to exclusive licensed characters, festive outfits for plush friends, and special seasonal events, there’s something for everyone to enjoy. And with so much excitement around this year’s Halloween collection, who knows what other surprises may be in store as we move into November? Stay tuned and be sure to visit your local https://www.buildabear.co.uk/storefinder Build-A-Bear Workshop for all the latest updates.