The Build-A-Bear Sanrio line, best known for Hello Kitty, is expanding to include all-new characters that have captivated consumers for generations; Pompompurin, My Melody and Kuromi are the newest Sanrio characters to join Build-A-Bear’s expansive lineup.
Build-A-Bear has grown to have multi-generational appeal and as the brand detailed in a press release, “teens and adults now [represent] nearly 40% of its consumer base.” While these loveable anime characters hold nostalgic appeal for Millennials who grew up with them, Sanrio has also found its footing with Gen Z and Gen Alpha.
No matter what demographic they fall into, consumers can look forward to more Sanrio characters joining Build-A-Bear’s product line, including seasonal versions of Hello Kitty and the upcoming 50th-anniversary edition of Hello Kitty in 2024.
What Makes This Trend Stand Out
- Expanding Sanrio Characters
- The newest Sanrio characters joining Build-A-Bear's lineup captivate consumers of all ages, presenting an opportunity for expanding the brand's reach.
- Multi-generational Appeal
- With teens and adults making up nearly 40% of Build-A-Bear's consumer base, the brand's expansion into anime plushes creates diverse appeal across generations, opening doors to new customer segments.
- Nostalgic Anime Characters
- The nostalgic appeal of anime characters like Pompompurin, My Melody, and Kuromi not only resonates with Millennials but also captures the attention of Gen Z and Gen Alpha, offering opportunities to connect with younger demographics.
Sectors Adopting This
- Toy Manufacturing
- The addition of Sanrio characters to Build-A-Bear's product line presents opportunities for toy manufacturers to leverage popular anime characters and tap into the multi-generational market.
- Entertainment Retail
- The expansion of Build-A-Bear's Sanrio characters opens up potential for entertainment retail businesses to create collaborative experiences and merchandise surrounding these beloved anime characters.
- Consumer Goods
- The broad appeal of Sanrio anime plushes offers consumer goods companies the chance to create innovative licensed products, reaching a wide range of consumers across different age groups.
