Build-A-Bear announced the expansion of its 'After Dark' Valentine's Day Collection with the introduction of 'The Cuddly Cougar' gift sets. These limited-edition sets are available exclusively online through the brand's 18+ age-gated microsite, 'The Bear Cave,' which launched in 2019.
This expansion directly targets the rising 'kidulting' trend, where adults embrace nostalgia and playful self-expression, a demographic that now accounts for approximately 40% of Build-A-Bear's retail sales. The collection blends humor and heart, offering unique gifting experiences for grown-ups.
Each Cuddly Cougar gift set includes a Record Your Voice sound chip, allowing for custom messages, and is part of a broader 'After Dark' collection featuring 11 additional Valentine's Day plush gift sets and exclusive accessories. This strategy reinforces Build-A-Bear's commitment to diversifying its product lines and appealing to a multi-generational audience.
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