Riaan
I-New York
CNNBusiness
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Siyazi ukuthi izingane ezincane ziyawathanda ama-teddy bear kanye nezilwane ezinhle ezigcwele phama. Kodwa iBuild-A-Bear Workshop ithi abathengi abadala abakwazi ukumelana nabo, nabo.
Inkampani ezinze e-St. Louis ibona ukuvela kabusha okuqinile kwangemva kobhubhane ekufuneni amathoyizi ayo athambile okuzenzela owakho, kanye ne-Build-A-Bear Workshop.
(BBW) ibeka lokho kubathengi abaneminyaka engu-13 nangaphezulu.
“U-40% wabathengi bethu manje useyintsha kanye nabantu abadala,” kusho uSharon Price John, oyi-CEO.
Umthengisi okhethekile usebenzisa izitolo ezingaphezu kuka-400 eziphethwe yinkampani kanye ne-franchised kanye newebhusayithi. Abathengi bangakwazi ukufaka i-teddy bear noma esinye isilwane esinoboya futhi basenze ngezifiso izingubo, izesekeli kanye nomlayezo wabo oqoshiwe.
Amathoyizi asukela ku-$14 ukuya ngaphezu kwama-$30. Nge-Birthday Treat Bear yezingane ze-Build-A-Bear, uthola ukukhokha iminyaka yengane phakathi nenyanga yayo yokuzalwa.
Le nkampani, egubha iminyaka engu-25 kulo nyaka, ibike ukuthi ukuthengiswa kwekota yesithathu ngesonto eledlule kukhuphuke ngo-9.9% uma kuqhathaniswa nonyaka odlule. Lokho bekuyikota yesikhombisa elandelanayo yokwenyuka kokuthengiswa konyaka nonyaka. Iningi lakhona beliqhutshwa yizimoto eziya ezitolo zakhona njengoba abathengi bezitika ngesipiliyoni sokwakha amabhere.
Phakathi kwabathengi abadala kukhona abaqoqi kanye nabathenga izipho. Umthengisi ubelokhu ebadonsela ekuzizwiseni komkhiqizo ngeminikelo enelayisense efaka abalingisi abadumile be-movie nemidlalo yevidiyo.
“Mayelana namakhasimende amadala, kunesidingo esiqondile esiqinile sabaqoqi abanezinto ezibalulekile ezinamalayisense njengokuthi ‘Pokémon’, ‘Star Wars,’ abalingisi bama-movie amadala avela ku-‘The Nightmare ngaphambi kukaKhisimusi’ nezinto eziqhutshwa yimidlalo yevidiyo njengoMario noLuigi. ,” kusho u-Eric Beder, oyi-CEO nomhlaziyi ophezulu wocwaningo we-Small Cap Consumer Research.
Abagqugquzeli be-TikTok, kusho u-Beder, baya ku-Build-A-Bear futhi babe nephathi “yokufaka izinto” futhi abadalile bahlala bethengisa ngokushesha. Ezinye izibonelo – i-Mooey Christmas Cow yamaholide kanye ne-Spring Green Frog ebilokhu ivela kulo lonke elase-TikTok.
Intsha ithuthelekela kulo mkhiqizo ngenxa yezizathu ezahlukahlukene, okuhlanganisa “ukudala izikhathi zegciwane ngemikhiqizo yethu ku-TikTok,” kusho u-Price John.
Ukuqomisana nentsha namakhasimende amadala kunezinzuzo. “Ikhasimende elidala lichitha imali eningi, alidonswa ngesaphulelo futhi lithenga kaningi…isibalo sabantu esihle ngempela,” kusho uBeder.
Esinye isilingo salaba bathengi – isitolo se-inthanethi esibizwa ngokuthi i-Bear Cave okungafinyeleleka ngamakhasimende aneminyaka engu-10 nangaphezulu kuphela.
Okunikezwayo kukhona iminikelo entofontofo efana no-Pawlette unogwaja ogqamile ophethe ibhodlela le-plush Rosé, ibhere elithi “Black Panther” nebhere abalingisi okusekelwe kubalingiswa bochungechunge lwe-TV ethi “The Office”.
