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Thursday, February 22, 2024

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Build-A-Bear Has Become “Build-A-Baddie” Causing Outrage. You Must See These “After Dark” Collections

Build-A-Bear’s recent foray into adult-themed accessories for its stuffed animals has sparked controversy and criticism from some quarters. The Valentine’s Day promotion features risqué attire including bikinis, satin robes, and pajamas, alongside shirts with slogans like “ZADDY” and “You Turn Me On.”

Critics have voiced concerns about the seemingly inappropriate nature of these accessories, with one London-based marketing strategist expressing feeling “violently sick” upon seeing them. Build-A-Bear CEO Sharon Price John defended the move, stating that it reflects the evolving preferences of their customer base, which includes a significant proportion of adults.

The company’s expansion into adult-oriented products reflects a broader trend in the toy industry, with an increasing focus on appealing to “kidults” – grown-ups interested in toys for nostalgia or collectibles. Build-A-Bear’s special collection is housed in the “Bear Cave” section of its website, requiring users to confirm they are over 18 before accessing it.

While some customers have embraced the novelty of the adult-themed accessories, others have expressed dismay, questioning whether they align with the brand’s family-friendly image. The controversy underscores the challenges companies face when attempting to cater to diverse audience demographics while maintaining brand identity and values.

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Ruben Jay
Ruben Jay
Ruben Jay is an American broadcaster, media blogger, and podcast host. Currently, Ruben is the President of MultiMediaMouth.com and the executive producer and host of the popular podcasts You’re My Best Friend and ON AIR with Ruben Jay, exclusively on MultiMediaMouth.com. Follow Ruben on Instagram, Twitter, and Tiktok @TheRubenJay.

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