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."
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