How Build-A-Bear Built a Toy Company by Competing With Theme Parks

Build-a-Bear opened in 1997 as an interactive retail destination, mostly in shopping malls. It's not competing with a generic plush. It's competing with an experience, with going to the theater, with going to a theme park.That's really where their competition is. >> For customers, the magic isn't just in the stuffing. It's in the personalization.>> If you want to give it a smell, >> you like bubble gum. >> Good boy. Step on that puddle for me.>> Whenever you're ready. Perfect. Good job. >> Does that feel go ...