Build-A-Bear has come to be known for its immersive toy workshops. Becoming somewhat of a ritual in the eyes of the North American consumer, the activity that the business offers enjoys great popularity due to the hands-on experience. To reach a larger audience, Build-A-Bear launched its toy workshops accross family-focused venues across the country — from a permanent retail space at FAO Schwarz to temporary locations at Bass Pro Shops and Cabela's.
The DIY-style toy workshops allowed children to Make-Their-Own experience, ultimately tapping the movement of personalization for authenticity. The Rockefeller location, for example, boasted a dance-on piano that promoted activity, as well as a build-your-own RC race car station which engaged creativity. Beside the toy workshops, the activation also included magic shows and "a grocery shopping experience designed for kids."
Photo Credits: Shutterstock
DIY-Style Holiday Workshops
Build-A-Bear's Toy Workshop Strategy is Rolled Out in Multiple Cities
Trend Themes
1. Immersive Toy Workshops - Creating interactive and hands-on experiences for consumers through toy workshops.
2. Personalization Movement - Tap into the growing trend of personalization to offer authentic and customized experiences.
3. Family-focused Activations - Develop family-focused venues that offer a variety of activities to engage both children and adults.
Industry Implications
1. Retail - Leverage the immersive toy workshop concept to create unique retail experiences.
2. Entertainment - Combine interactive toy workshops with additional entertainment elements, such as magic shows, to attract a larger audience.
3. Event Management - Establish temporary toy workshops and activations at venues like Bass Pro Shops and Cabela's to provide interactive experiences for families.