Rising Popularity of the Season Combined
with Fan Response to Unauthorised Leak Exposing Exclusive
Introductions of Key Licensed Offering, Updated Mini
Beans and the Return of Pumpkin Kitty Drive Launch
Acceleration
ST. LOUIS, Aug. 8, 2024 /PRNewswire/ -- Build-A-Bear
Workshop, Inc. (NYSE: BBW) is shifting the launch of its highly
anticipated Halloween collection earlier date. The action was
spurred by a recent unauthorised product leak that ignited a flurry
of excitement across social media platforms, with thousands of fans
eagerly responding to the brand's spooky seasonal selection
including products from an exclusive introduction of one of
Build-A-Bear's most popular licensed brands, new versions of the
palm-sized Mini Beans assortment – which has sold more than half a
million units since launching earlier this year – and the relaunch
of Pumpkin Kitty from the Build-A-Bear Vault.
The unexpected fan flurry generated in social media last week
has prompted Build-A-Bear to pull forward the availability of
Halloween-themed products, including three exclusively
designed items from a highly anticipated licensed product
line, as well as the re-launch of the classic Pumpkin
Kitty. Originally introduced in 2008, Pumpkin
Kitty was re-released from the Build-A-Bear Vault
last year and will now be made available this
year before the company had planned. Since the rapid sell out
in 2023, Pumpkin Kitty has generated a waitlist of nearly 25,000
fans looking forward to the limited-time comeback that is available
for purchase in the brand's classic make-your-own
version and Mini Bean size online today.
A giant version is expected to be available later
this fall.
"For both kids and kids at heart, Build-A-Bear takes pride in
being a place to celebrate holidays and special events in a truly
memorable way," said Sharon Price
John, President & CEO at Build-A-Bear Workshop.
"Halloween has traditionally been a highlight at our Workshops for
families to create magical moments together and collectors to enjoy
exclusive seasonal offerings. We believe the brand's continued, and
growing, popularity during this festive time reflects our
commitment to providing joyful experiences and cherished moments
for all ages."
The excitement surrounding the Halloween product at Build-A-Bear
coincides with a broader Halloween trend, according to
the National Retail Federation, which has noted that the
holiday's cultural and economic impact in the U.S. has grown
significantly in recent years with both an increase in the percent
of Americans celebrating the holiday as well as a reported
elevation in annual consumer spend. As such, many retailers have
been expanding and accelerating their Halloween marketing in recent
years, well in advance of the early October/late September
historical norm, to take advantage of these shifting trends.
Build-A-Bear has seen similar shifts in consumer interest in
recent years, with increased engagement and more rapid sell-through
of seasonal items such as the 2023 reintroduction of Pumpkin Kitty.
Notably, the 2024 Halloween-related searches on Build-A-Bear's
website in July were 400% higher than 2023, further supporting the
increasing enthusiasm for our seasonal offerings and the growing
significance of Halloween in the retail landscape.
During this Halloween season, Build-A-Bear Workshop is also
expected to roll-out additional offerings, including a new
glow-in-the-dark collection of furry friends that are sure to be a
perfect companion for "lighting up" anyone's spooky night.
About Build-A-Bear
Since its beginning in 1997, Build-A-Bear has evolved to become
a beloved multi-generational brand focused on its mission to "add a
little more heart to life" where guests of all ages make their own
"furry friends" in celebration and commemoration of life moments.
Guests create their own stuffed animals by participating in the
stuffing, dressing, accessorising, and naming of their own teddy
bears and other plush toys based on the Company's own intellectual
property and in conjunction with a variety of best-in-class
licenses. The hands-on and interactive nature of our more than 500
company-owned, partner-operated and franchise experience locations
around the world, combined with Build-A-Bear's pop-culture appeal,
often fosters a lasting and emotional brand connection with
consumers, and has enabled the Company to expand beyond its retail
stores to include e-commerce sales on www.buildabear.co.uk and
non-plush branded consumer categories via out-bound licensing
agreements with leading manufacturers, as well as the creation of
engaging content via Build-A-Bear Entertainment (a subsidiary of
Build-A-Bear Workshop, Inc.). The brand's newest communications
campaign, "The Stuff You Love," commemorates more than a
quarter-century of creating cherished memories
worldwide. Build-A-Bear Workshop, Inc. (NYSE: BBW) posted
consolidated total revenues of $486.1
million for fiscal 2023. For more information, visit the
Investor Relations section of buildabear.co.uk.
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