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Build-A-Bear Workshop Inc. Message Board

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  • jacosa jacosa Aug 14, 2007 11:09 AM Flag

    Fixin' it

    " build-a-bear can always change there store to an all girl setting but they are trying something new to appeal to another demographic in order to increase sales, they can always change back. You got to start doing new things to increase sales and they have, build-a-bear bears are now included in Mcdonalds happy meals."

    The problem is that they never studied a plan to move stores to an all-girl format, it just happened as a result of other things. And it's costing a lot of business. And the other things that caused it are very desirable, except for this side effect. I'm not sure that putting bears in Happy Meals has much effect beyond basic brand awareness, and that isn't BBW's big problem.

    I sure hope Ms Clark is holding everyone's feet to the fire on this demographics issue. And viewed broadly, there's no reason to stop with 'kid' demographics. I've gotten myself three plush animals in the lsat 20 years (only 1 paid for, the other 2 as prizes, but I wanted those prizes).

    The drop from 30-ish to 20-ish on bad comps is quite reasonable treatment for a retailer. The further drop on having the hope of a take-out dampened isn't necessarily logical, but it's understandable.

 
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