Build-A-Bear:
Build-A-Memory Case Study
Build a bear follows a concept is based on customization it offers an experience to children and preteens (major
segment). The basic need for children is to play. American kids like to play with stuffed animals such as teddy bears,
bunnies, superheroes and cartoons that they see in Television screen and other media. When build a bear offers
personalization it lets children and young people be creative and express themselves. It provides far more value for the
customer than they receive from mass-produced products. It lets the customer do something in their control. The
personalization feature builds loyal customers as it delights them. So it’s a way of entertainment, personal choice, self
expression and creation which fulfills the kids need. When parents see their kids happy it means the world to them.
Wants are shaped by the society, culture, habits and individual personality. As children of western countries are familiar
with teddy bear their want is to play with animal toys .It is culturally popular among kids. When children enter in Build-
A-Bear store they step into “cartoon land” having child friendly assembly line comprised of clearly labeled work stations.
When children choose unstuffed animal from bin, stuff them, add voice box, spa treatment, dress them and name
process of creating a stuffed bear becomes their want. Even the waiting time becomes a wonderful experience itself
and kids don’t mind waiting in queue. They get the pleasure of seeing other kid’s animal stuffed which increases their
want.
Demands are wants for specific products backed by ability to pay. Build-A-Bear actually puts customer ideas into
practice. The ideas generated by customers are actually demand of customers. That’s why customers don’t mind paying
the value of it even if it’s charged higher than its competitors. The demand that became successful addition of Build-A-
Bear are:
· Mini scooter
· Mascot bears
· Sequined purses
And the ones which will be imposed in future due to high demand will be
Friends 2B Made - personalization of dolls
Build-A-Dino stores
Build-a-party.
Build-a-bear workshop at rainforest cafe
Ridermakerz- a make-and-outfit your own toy car shop
BuildABearVille.com-the interactive site contains games and activities
Sports licensing agreements with the NBA, WNBA, MLB, NHL, NFK and NASCAR
Build-A-Bear identified the core needs of their customers which is creating their own personalized cuddly toy. And
then the whole process of building a bear through personalization and customization in order to fulfill the needs
and create memorable incident, thus generating wants and demand. Maxine Clark, the CEO makes sure that her
team immediately responds to new ideas and demand of customers to create strong loyalty and stay upgraded in
this changing competitive market.
Build-A-Memory Case Study
Build a bear follows a concept is based on customization it offers an experience to children and preteens (major
segment). The basic need for children is to play. American kids like to play with stuffed animals such as teddy bears,
bunnies, superheroes and cartoons that they see in Television screen and other media. When build a bear offers
personalization it lets children and young people be creative and express themselves. It provides far more value for the
customer than they receive from mass-produced products. It lets the customer do something in their control. The
personalization feature builds loyal customers as it delights them. So it’s a way of entertainment, personal choice, self
expression and creation which fulfills the kids need. When parents see their kids happy it means the world to them.
Wants are shaped by the society, culture, habits and individual personality. As children of western countries are familiar
with teddy bear their want is to play with animal toys .It is culturally popular among kids. When children enter in Build-
A-Bear store they step into “cartoon land” having child friendly assembly line comprised of clearly labeled work stations.
When children choose unstuffed animal from bin, stuff them, add voice box, spa treatment, dress them and name
process of creating a stuffed bear becomes their want. Even the waiting time becomes a wonderful experience itself
and kids don’t mind waiting in queue. They get the pleasure of seeing other kid’s animal stuffed which increases their
want.
Demands are wants for specific products backed by ability to pay. Build-A-Bear actually puts customer ideas into
practice. The ideas generated by customers are actually demand of customers. That’s why customers don’t mind paying
the value of it even if it’s charged higher than its competitors. The demand that became successful addition of Build-A-
Bear are:
· Mini scooter
· Mascot bears
· Sequined purses
And the ones which will be imposed in future due to high demand will be
Friends 2B Made - personalization of dolls
Build-A-Dino stores
Build-a-party.
Build-a-bear workshop at rainforest cafe
Ridermakerz- a make-and-outfit your own toy car shop
BuildABearVille.com-the interactive site contains games and activities
Sports licensing agreements with the NBA, WNBA, MLB, NHL, NFK and NASCAR
Build-A-Bear identified the core needs of their customers which is creating their own personalized cuddly toy. And
then the whole process of building a bear through personalization and customization in order to fulfill the needs
and create memorable incident, thus generating wants and demand. Maxine Clark, the CEO makes sure that her
team immediately responds to new ideas and demand of customers to create strong loyalty and stay upgraded in
this changing competitive market.
