Why does build a bear target children

The stuffed animal can be fluffed and groomed under an air blower at the Huff Me station. At the Name Me station, a childlike voice accompanies the process of entering the name of the new friend into a computer. Customers choose between a birth certificate signed by Chief Executive Bear Maxine Clark or a storybook about how the toy is made. Personal information is used to track owners of lost teddy bears through a corresponding barcode placed inside each plush animal. At the Bear Boutiques shoppers can choose from a wide variety of teddy bear clothing and accessories, including formal and casual attire and clothing for specific activities or holidays.

Choices range from tuxedos and wedding gowns, to denim skirts and pants, camouflage pants, sweaters, t-shirts, flannel shirts, underwear, and pajamas.

Special interest clothing includes tutus, sports and cheerleader uniforms, and nurse, doctor, and firefighter uniforms.

Accessories include miniature athletic equipment, shoes, hats, sunglasses, and "fur-niture. Twenty-five years of experience in retail management prepared founder Maxine Clark for the creation and successful implementation of the Build-a-Bear Workshop concept.

Her career began in when May Department Stores hired her as an executive trainee. She worked in numerous capacities at May, but found children's marketing to be her greatest strength. In Clark became president of Payless ShoeSource, another May subsidiary, and transformed the company into one of the leading providers of licensed children's footwear in the country, earning a place on Discount Store News' list of the "30 Most Powerful People In Discount Store Retailing" in Clark resigned her position as president of Payless in January in order to establish her own retail business.

In pursuing entrepreneurial success, Clark sought to bring creativity into the retail environment and to involve children in a fun, tactile, and interactive retail experience. The inspiration came from Clark's own childhood memories of the fun and magic she experienced at certain stores. For example, Burdines department store in Clark's hometown of Coral Gables, Florida, held fashion shows in the tea room, Christmas carnivals on the roof of the store, and other exciting events.

Clark wanted to provide children with similar memorable experiences. In the process of developing a retail entertainment concept for children, Clark visited toy factories and children's retail stores, put together a list of ideas, then consulted the experts: children.

Clark consulted first with the children of a friend, then formed an advisory board of 20 children, ages six to 14, and showed them three of her ideas. The decision to pursue the Build-A-Bear concept emerged from the board's enthusiasm, combined with Clark's personal preference for teddy bears and the high profit margin for stuffed animals.

Clark then hired design consultant Adrienne Weiss Co. Clark collaborated with consultants in developing every detail, including artwork, employee costumes, store design, and company logo. The logo features a teddy bear being measured, stitched, stuffed, and groomed.

All lettering is similar to children's printing. Every element of the store design was intended to delight children under the age of The store entrance is flanked by two life-size bear figurines, a boy and a girl; they hold large sewing needles and wear thimbles for hats. Vibrant yellow-gold and red-orange colors dominate the store interior and bins holding the toy animal skins are shaped like spools of thread.

At the Stuff Me station, children can see white stuffing being fluffed by a turning, open-spoke wheel and feel the downy texture of the extra stuffing stored in a canvas hamper. Building on the tradition of including kids at the imagination stage and listening to what is important to them, Build-A-Bear Workshop also enlisted a group of "Cub Advisors," children and their parents, to provide suggestions and help perfect the working model of the design.

The addition of new sensory and technological features to our store concept will further propel Build-A-Bear Workshop to our next level of success. With over stores in 18 countries worldwide, we have learned that a teddy bear hug is understood in any language. Our brand knows no boundaries and we look forward to significant expansion and growth for Build-A-Bear Workshop, both in the United States and internationally, in the future.

Sign up. Build-a-bear's new store concept wants you to choose, love, stuff and fluff with high-tech video. Trew Sponsored Links. In this article: build a bear , build-a-bear , build-a-bear workshop , Build-a-bearWorkshop , BuildABear , concept store , ConceptStore , interactive , minipost , screen , store , SUR40 , toddler , touchscreen , toy , toys , video.

Show full PR text. Bears Working Together "It takes a village to raise a bear and our newly imagined store concept was created with many partners who have helped turn our vision for Build-A-Bear Workshop into a reality," said Clark. All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. Get your kiddos a bunch of furry friends to keep their room bubbling with fun!

Every little one loves a squishy soft toy to cuddle and pet. Bring home a pet T-Rex or arctic fox, or go with the all-time favorite teddy. Help your child create their very own army of plush animals for a great set of soft collectibles. So head on over with your little one and pick from adorable stuffed animals that spoil for choice. Restrictions apply. Pricing, promotions and availability may vary by location and at Target. Loading, please wait Free 2-Day Shipping.

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