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Build-A-Bear Fast Tracks Halloween Collection

By: Build-A-Bear Workshop |  0 Shares     81 Reads

ST. LOUIS, Aug. 6, 2024 // PRNewswire // -- Build-A-Bear Workshop, Inc. is shifting the launch of its anticipated Halloween collection earlier date. The action was spurred by a recent unauthorized product leak that ignited a flurry of excitement across social media platforms, with thousands of fans eagerly responding to the brand's spooky seasonal selection including products from an exclusive introduction of one of Build-A-Bear's most popular licensed brands, new versions of the palm-sized Mini Beans assortment - which has sold more than half a million units since launching earlier this year – and the relaunch of Pumpkin Kitty from the Build-A-Bear Vault.

The unexpected fan flurry generated in social media last week has prompted Build-A-Bear to pull forward the availability of Halloween-themed products, including three exclusively designed items from a highly anticipated licensed product line, as well as the re-launch of the classic Pumpkin Kitty. Originally introduced in 2008, Pumpkin Kitty was re-released from the Build-A-Bear Vault last year and will now be made available this year before the company had planned. Since the rapid sell out in 2023, Pumpkin Kitty has generated a waitlist of nearly 25,000 fans looking forward to the limited-time comeback that is available for purchase in the brand's classic make-your-own version and Mini Bean size online today. A giant version is expected to be available later this fall.

"For both kids and kids at heart, Build-A-Bear takes pride in being a place to celebrate holidays and special events in a truly memorable way," said Sharon Price John, President & CEO at Build-A-Bear Workshop. "Halloween has traditionally been a highlight at our Workshops for families to create magical moments together and collectors to enjoy exclusive seasonal offerings. We believe the brand's continued, and growing, popularity during this festive time reflects our commitment to providing joyful experiences and cherished moments for all ages."

The excitement surrounding the Halloween product at Build-A-Bear coincides with a broader Halloween trend, according to the National Retail Federation, which has noted that the holiday's cultural and economic impact in the U.S. has grown significantly in recent years with both an increase in the percent of Americans celebrating the holiday as well as a reported elevation in annual consumer spend. As such, many retailers have been expanding and accelerating their Halloween marketing in recent years, well in advance of the early October/late September historical norm, to take advantage of these shifting trends.

During this Halloween season, Build-A-Bear Workshop is also expected to roll-out additional offerings, including a new glow-in-the-dark collection of furry friends that are sure to be a perfect companion for "lighting up" anyone's spooky night.

SOURCE Build-A-Bear Workshop

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