the brief

 

THE PROBLEM

Build-A-Bear sales are plummeting while stuffed animal sales are on the rise.  

THE THREAt

Convenient companionship: direct-to-your-door stuffed animals from Amazon, Walmart and Target.

THE GOAL

Communicate the value of the Build-A-Bear experience over 'out-of-the-box' bears.

OUR FINDINGS

The Heart Ceremony takes Build-A-Bear beyond customization and into creation. 

Build-A-Bear offers the opportunity to build with memories, with the option to add sounds, smells, photos, etc.

Build-A-Bear is a shared experience, our Builders are never building alone.

OUR VALUE

There’s satisfaction in buying, value in building, but magic in creating.

THE STRATEGY

Create magical memories, together.


the work

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Build-a-Bear Stories : Book

a collection of short poems all about the magic of creating memories with someone you love and your new best friend.


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Build-A-Bear Stories : Digital

These magical stories will also come to life digitally on Instagram and YouTube providing Builders will more ways to read and share the magical stories of Build-A-Bear.


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Build-A-Bear Heart 

Because the Heart Ceremony is the most magical part of the entire Build-A-Bear experience, we wanted to make sure everyone could bring their bear to life, no matter where they live.

THE TEAM

Joval Martin - Brand Manager

Jass Sosa - Strategist

Aaron Wachsstock - Experience Designer

Jack McNamara - Copywriter

Sarah Wallace - Art Director