{"id":32532,"date":"2024-02-12T16:46:03","date_gmt":"2024-02-12T21:46:03","guid":{"rendered":"https:\/\/www.beliefnet.com\/columnists\/idolchatter\/?p=32532"},"modified":"2024-02-12T16:46:03","modified_gmt":"2024-02-12T21:46:03","slug":"build-a-bear-shocks-with-after-dark-collection-of-adult-only-stuffed-animals","status":"publish","type":"post","link":"https:\/\/www.beliefnet.com\/columnists\/idolchatter\/2024\/02\/build-a-bear-shocks-with-after-dark-collection-of-adult-only-stuffed-animals.html","title":{"rendered":"Build-A-Bear Shocks With \u201cAfter Dark\u201d Collection of Adult-only Stuffed Animals"},"content":{"rendered":"
\"\"<\/a>
Build-A-Bear<\/figcaption><\/figure>\n

Build-A-Bear, typically thought of as a kid-friendly brand, is facing criticism for its \u201cAfter Dark<\/a>\u201d collection, found in the Bear Cave section of the company\u2019s website. The section is noted to be for adults 18 and over. The line features a number of adult-only stuffed animal clothing options for Valentine\u2019s Day, including a two-piece underwear set with chocolate-covered strawberries, a shirt with the phrase \u201cYou turn me on\u201d featuring a light bulb, and a shirt with the word \u201cZaddy,\u201d a term for an attractive older man. There is also a monkey dressed like a stripper and teddy bears featured in nighties. An Instagram video released by the company features \u201cDoctor Love Lion\u201d offering pickup lines. \u201cGirl, are you a gazelle? Because you look like something I can sink my teeth into,\u201d suggests Doctor Love Lion. \u201cSee what I did there? You\u2019re welcome.\u201d In a press release, the company stated the adult line of stuffed animals is meant to be playful. \u201cThese Valentine\u2019s gifts are designed to delight a partner with a playfully romantic gesture, make a Galentine smile with a cheeky message, or induce a blush from your crush over a plush. Largely an adult-to-adult giving holiday, Valentine’s Day is a perfect time to consider Build-A-Bear for a surprising, unique statement to make your recipient \u2018LOL.\u2019\u201d<\/p>\n

Some critics, however, aren\u2019t laughing. In an interview with the Wall Street Journal<\/em><\/a>, marketing strategist Alice Waterman-Hale said the line seemed meant \u201cto upset people.\u201d Users on social media criticized it as being inappropriate for a brand that is meant for children. Build-A-Bear CEO Sharon Price John<\/a>, however, noted that the move is meant to adjust to \u201cthe evolution of what people want.\u201d The news release from the company noted that, \u201cThe increased popularity of Build-A-Bear among adults is part of the ‘kidulting’ trend in which adults lean into childhood memories and search for collectibles that appeal to the playful nature of this older consumer through rekindling their youth with nostalgic gifts.\u201d<\/p>\n

According to John, 40% of the company\u2019s sales<\/a> come from teenagers and adults. According to CNBC<\/em><\/a>, \u201ckidults\u201d are responsible for one fourth of all toy sales and are the biggest driver of growth in the toy industry. The trend of \u201ckidults,\u201d those 12 and over purchasing toys for themselves, has been a thing since Star Wars<\/em> changed the face of toys with its savvy marketing of movie-related merchandise, but it really exploded with the popularity of comic book movies in the last decade. The pandemic also saw an increase in toy sales as adults found themselves back at home and seeking ways to entertain themselves. Despite the criticism that Build-A-Bear has received, John stated that the Valentine\u2019s line has sold very well.<\/p>\n","protected":false},"excerpt":{"rendered":"

Build-A-Bear, typically thought of as a kid-friendly brand, is facing criticism for its \u201cAfter Dark\u201d collection, found in the Bear Cave section of the company\u2019s website. The section is noted to be for adults 18 and over. The line features a number of adult-only stuffed animal clothing options for Valentine\u2019s Day, including a two-piece underwear…<\/p>\n","protected":false},"author":664,"featured_media":32538,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fbia_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-32532","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-television"],"yoast_head":"\nBuild-A-Bear Shocks With \u201cAfter Dark\u201d Collection of Adult-only Stuffed Animals<\/title>\n<meta name=\"description\" content=\"Build-A-Bear is facing criticism for its \u201cAfter Dark\u201d collection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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