News

Build-A-Bear targets tech savvy kids with updated stores

September 27, 2012

Build-A-Bear Workshop stores will try to capture more technologically adept young shoppers with new store formulas that increase interactivity, according to an article on nytimes.com.

Build-A-Bear plans to open new stores with more technology. Large screens will be placed at the front of the stores so customers can play games by waving their hands in front of it, akin to Microsoft’s Kinect, the article explained, with eight other technology stations intended to increase hands-on engagement. 

Next month, television commercials will begin airing nationwide that promote the new choices, with additional commercial spots set to air in markets where the new stores will be opening. 

"We wanted it to be more of an experience," said Maxine Clark, the founder and chief executive of Build-A-Bear. "Smartphones and tablets have changed the way children play, so we wanted the stores to stay fun and relevant."

Read more about technology in retail.