What’s the Future for Build-A-Bear?


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week, I took a new look at Build-A-Bear Workshop, the retailer that
specializes in letting kids create their own stuffed animals. I’ve
been a big fan since I discovered Build-A-Bear and wrote about it
in BRANDchild. But I was discomfited to discover
that this mid-size retailer’s stock has been in a downward slide
for a number of months, despite a stronger Q1 performance in 2010.
Build-A-Bear makes an interesting case study. It’s also a great
brand that could use your help and insights! What’s your
prescription for Build-A-Bear? How could this amazing brand continue
to grow, increase its sales and profits and attract more young
customers? Please give us your ideas. We’ll pass them along to
Build-A-Bear’s execs and reward the best ideas with a
Build-A-Bear gift certificate!

Workshop’s Challenge

Can an Early
Innovator in Personalized Retail Experience Recapture Its

Republished with author's permission from original post.

Patricia Seybold
With 30 years of experience consulting to customer-centric executives in technology-aggressive businesses across many industries, Patricia Seybold is a visionary thought leader with the unique ability to spot the impact that technology enablement and customer behavior will have on business trends very early. Seybold provides customer-centric executives within Fortune 1 companies with strategic insights, technology guidance, and best practices.


  1. I have an idea that can reinvent the Build A Bear brand, though I’m not willing to give it away for the price of a gift certificate.

  2. Sorry Mark,
    Build-A-Bear hasn’t hired us to help them. In fact, they may not agree they have a problem. I’m just interested because I like the brand. If you have a great idea, I’d love to hear it.. publicly or privately…

    Patty Seybold


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