“Build a Bear Workshop” an interactive, personalised and extremely enjoyable experience that revolves around building and owning customised stuffed teddy bears and toy pets has been launched in Mumbai. The unique mall based retail concept is being promoted in India by the Murjani Group which has been involved in the launch of several international designer lifestlye brands around the world.
Founded in 1997 by acclaimed innovator Maxine Clark, Build A Bear Workshop currently has more than 300 dedicated stores in eighteen countries across the world including company owned stores in the US, Canada, United Kingdom and franchised stores in Europe, Asia and Australia. The company posted a total revenue of US$437 Million in 2006 and the 50 Millionth Bear since inception of the workshop is soon to be built.
Attended by dignitaries like the US Consul General Michael S Owen and Celebrities including Amrita Arora, Rohit & Mansi Roy, Ken Ghosh and Samar Khan the Mumbai launch (at Shoppersâ€? Stop, Juhu) marks the first Indian store. Another store is slated for launch at Indorbit, malad in the coming week and a total of around six to eight stores are planned to be launched in Mumbai and Delhi before end of ’07.
“We look forward to the exciting growth that the India Build-A-Bear Workshop store opening represents . Mohan Murjani’s 35-plus years of proven brand management and retailing experience is a wonderful asset for Build-A-Bear Workshop,” said Build A Bear Workshop Chairman and Chief Executive Bear Maxine Clark. “Our international growth has proven that a teddy bear hug is understood in any language.”
Speaking to AnimationXpress.com, Chief Bear Indranil Chakraborty, (Business Head – Build a Bear Workshop – India) emphasised on the teddy theme based environment and experience “At the heart of this concept is the experience and we are all about giving our visitors that experience. It is not about selling stuffed toys or accessories, it is about the complete experience”
Chakraborty shared that while kids formed a major share of the consumption, youth as well as adults too were fascinated with the concept. “Globally around 70% of our sales come from Kids while 30% is adult to adult gifting. We believe the same trend would reflect in India. Interestingly we believe that it is never too late to have a happy childhood and I am yet to meet a teddy bear that I don’t love”
Guests who visit a Build-A-Bear Workshop store enter a lighthearted teddy-bear-themed environment consisting of fun bear-making stations. They begin by being introduced to more than over 30 varieties of stuffed animal toys and pets including teddy bears, bunnies, dogs, kitties or a frog as well as Beary Limitedâ„? edition Collectibear’ friends. Prices in India begin from 595/- to 1295.
They choose their favorite and then begins an interactive building workshop where one can choose from pre recorded sounds or record their own personalised messages, stuff their pets to the right amount of huggability, select a heart and make a wish, stitch, fluff, name their stuffed toy pet and select and buy from a wide range of outfits and accessories. Pawsonal shoppers, trained in the latest bear-fashion coordination, help Guests select the perfect outfits and accessories for their new best friend.
Finally, Guests conclude their bear-making experience at the Take Me Home station, where they receive their customized birth certificate and a special Buy Stuff Club’ card to apply towards future purchases. Each new furry friend is then placed in their very own Cub Condo’ carrying case, which is designed as a handy travel carrier and new home.
“The same animals look so different and unique after they sport various different combinations and accessories, just like humans” shared Chakraborty “like human counterparts, furry fashions change seasonally, so there is always something new in store. Furry friends make wonderful gifts for every occasion because Guests can make a gift as unique as the recipient”
The experience also extends into the form of Build-A-Party program where birthday parties, scout troops, company outings and family reunions can be held in the store and the Guests are allowed to plan customize their own party with pre-selected animals, clothes and accessories.