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Feature
Shoppers bear down on stores nationwide to create their own
teddy
by Rich Timlen
Unless they’ve been hibernating for the
past few years, shoppers have noticed a new concept clawing its way into malls
nationwide. A recent surge in bear-making stores has both kids and adults lined
up to pick out a furry friend. Customers can dress their bears up in a variety
of outfits, ranging from a baseball player to a beach bum.
While the idea first began in 1995 with Build-A-Bear, these stores have been
blossoming up in neighborhoods across the U.S. The latest newcomers are Wacky
Bear and Teddy Town Circus. Build-A-Bear Workshops are opening up quickly, with
the latest location set for Oxford Valley Mall in Langhorne, PA on July 30.
Recent openings include Lynnhaven Mall in Virginia Beach, VA; The Mall at
Robinson in Pittsburgh, PA; Quaker Bridge Mall in Lawrence, NJ; Barton Creek
Square in Austin, TX and Westfield Shoppingtown SouthPark in Strongsville, OH.
For the remainder of the year, the company is planning to open 21 stores
nationwide. Build-A-Bear currently operates 110 locations, employs 4,000 and has
made $169.3 million in annual sales since it began operation. By 2007, the
company expects to have 250 stores operating nationwide.
The Build-A-Bear prototype store is 3,000 square feet with a series of
bear-making stations and merchandise. Bears range in price from $10 to $25.
Average sales of Build-A-Bear stores start at $700 psf.
Build-A-Bear also offers shoppers the chance to throw a party, where guests can
take home their unique stuffed animal. Attendees select an animal and can choose
outfits and other accessories to personalize it. To reserve a party, a group
must have six or more people. Parties typically range from one hour to an hour
and a half.
Wacky Bear Factory also is an interactive toy store that lets shoppers stuff,
fluff and dress their own animal. The Wacky Bear Factory also offers more than
just bears. Customers can select from rabbits, lambs, tigers and dogs. Wacky
Bear Factory also has shoppers “adopt” their new friend, giving the customer an
adoption certificate that details the name and vital statistics of each stuffed
animal. Much like Build-A-Bear, Wacky Bear also specializes in birthday parties
where shoppers can customize their own animal. The stores typically have
weekends booked two to three months in advance. Wacky Bear operates stores in
Rehoboth Beach, DE; Sunrise and Tampa, FL; Newport, KY; Baton Rouge, LA; Ocean
City, MD; Atlantic City, NJ; New York, NY; Hilton Head and Myrtle Beach, SC; two
locations in Gatlinburg, TN and in Dallas, Houston and Mesquite, TX.
Teddy Town Circus operates the same concept, but boasts of a unique three-part
process when customers come in to make their own bears: a personality ribbon
that is stuffed inside the animal to determine whether it is “silly” or
“loving,” a stuffing process that doesn’t work unless the customers jump, and a
“wake-me-up” experience to makes it seem like the stuffed animal’s heart is
beating. The company currently operates one store in North Myrtle Beach, SC, but
is planning future expansion this year.
For more information, contact Wacky Bear Headquarters, 6795 West Park Avenue,
Houma, LA 70360; 985-872-1212; Web site:
www.wackybear.com. For more information on Build-A-Bear Workshop, 1954
Innerbelt Business Center Drive, Saint Louis, MO 63114; 877-789-2327; Web site:
www.buildabear.com. For more information
regarding Teddy Town Circus, contact Charlie Digby, Teddy Town Circus, 4864
Highway 17 South, North Myrtle Beach, SC 29582; 843-361-1712.
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