Build-A-Bear attempts to rebuild its reputation
Toy manufacturer and retail store Build-A-Bear recently rolled out a one-day “Pay Your Age” sale, in which people could come into the store and do exactly that – pay the price of their age – for a bear. However, after overcrowding in stores and overcapacity on orders, Build-A-Bear had to change the terms of the deal.
Now, consumers can come in on their birthday to make use of the “Count Your Candles” sale. For example, if a child turns five years old, they will only have to pay $5 for a Birthday Treat Bear, which usually costs $14. They do not require any proof of the child’s birthday, and in addition to the bear, the child will also receive a birthday cake photo prop, a birthday sticker, a birthday hat, and more.
The updated sale comes as the stuffed bear retailer tries to appease its consumers. According to GlobalData Retail managing director Neil Saunders,
Build-A-Bear has become a victim of its own success.A lot of parents are now upset that they cannot fulfill promises to their children, and many who made special trips to malls are frustrated that their efforts have come to nothing. In our view, Build-A-Bear is going to have to take some action to remedy this, maybe by offering deals and special offers to those affected.
Build-A-Bear Workshop’s stock (BBW) has risen over five percent in the past 30 days. In fact, since the overwhelming “Pay Your Age” sale on July 12, their stock has jumped over six percent.
The toy manufacturer must hope this works, otherwise it may have some distrusting consumers in the future.
Featured image via Flickr/Gunther Hagleitner