Nicole Ferguson, Angelina Lusetti, Erin Groebe

Background

• Where best friends are made• Maxine Clark - Chief Executive Bear of

Build-A-Bear Workshop Inc. since 1997 • World Bearquarters in St. Louis, MO • First store opened in October, 1997• Brand Extension - Friends 2B Made

Background

• Toys and Games Industry• Located in 45 states, 16 countries

– Franchises in international markets

• 59 new locations coming soon• Average price per stuffed animal: $32 • 2005 fiscal revenues - $362 million

– $600/sq. foot in annual sales

Choose Me

Guests are introduced to all the furry characters in the store and select one, which soon becomes their new best friend

Hear Me

Guests may select from several sound choices to place inside their stuffed animal to further personalize their new friend

Stuff Me

With the help of the master Bear Builder associates, guests fill their new friend with stuffing for just the right amount of hug-ability

Stitch Me

The last seam is neatly pulled shut, nearly completing each new best friend

Fluff Me

The guest brushes the animal at the bear spa to make sure his or her new friend is well groomed and pawfectly huggable!

Name Me

Guests then stop at the computer, where they answer several questions about their new furry friend, including the birth date and of course, the name of their new pal

Dress Me

Guests may dress their new friend in the beary latest furry fashions. The bear apparel boutique features clothes and accessories for all occasions

Take Me Home

Guests wrap up their bear-making adventure at the final station, where they are given their customized birth certificate and a special Buy Stuff Club® card to apply towards future purchases

Strengths/Weaknesses

• Strengths:– Customized,

interactive shopping experience – “magical”

– Broad/loyal customer base – 3 generations

– Build-A-Party– International locations– Commitment to

community– Online shopping– Ad campaign

• Weaknesses:– Price– Child-like treatment– Youthful– Time consuming

process

Opportunities/Threats

• Opportunities:– More store locations– Expand out of malls– Extend the brand

• Threats:– Russ Berrie– Vermont Teddy Bear

Co.– Toys R US– Disney Store– Mass retailers (Wal-

Mart, Target)– Changing fads in

youth culture

Locations in Oregon

• Washington Square• Clackamas• Valley River Center

Sources

• Build-A-Bear Workshop, http://www.buildabear.com

• “Build A Bear Workshop,” Business Week Online. http://www.businessweek.com/magazine/content/05_23/b3936411.htm

• Today Showhttp://www.msnbc.msn.com/id/3032633/#