Build-a-Bear, the popular custom stuffed animal experience, has a new CMO! With 400 locations worldwide, plus licensing deals with certain stores in Asia, Build-a-Bear is a well-known international brand.
Julia Fitzgerald will be taking over as Chief Marketing Officer; with previous experience at companies such as Sears and Hallmark, Build-a-Bear hopes to bring a fresh new perspective that can cater to teens & adults, which is 40% of its customer base. Currently, Build-a-Bear is at a great point to expand. It’s 2022 revenue reached close to $468 million, an increase of over 13% since 2021. It is investing in the digital space by improving its e-commerce process. For example, it is possible to create your bear through a 3D model on the website.
So what will Julia Fitzgerald bring to the table? As Build-a-Bear moves from selling bears solely at malls, begins targeting teens & adults, and markets to a new generation, it is hoped that Fitzgerald can effectively solidify Build-a-Bear into a digital space, as this can help increase sales internationally. “Our footprint has evolved beyond malls to…hospitality areas and our categories have extended beyond plush to include…gaming and entertainment,” says CEO Sharon Price John. As a whole, Build-a-Bear’s executives seem to understand that the world is evolving and they are able to adapt and modernize itself. With that information, hiring someone with a fresh new perspective shows that they desire to remain relevant and are open to expanding into the digital sphere.
Essentially, the main reason for this executive shake-up is that Build-a-Bear wants to continue to diversify its content for customers and sees an opportunity for its 40% customer base of teens and adults. Perhaps this means a change in social strategy in terms of utilizing platforms such as TikTok and becoming more relevant through Reels, as well. However, we can speculate which social strategy the executives will take, but time will tell the direction Build-a-Bear’s marketing, which is at the hands of Fitzgerald. For the most part, executives feel optimism and confidence in the new CMO’s skills. Also, it is not as if its marketing strategy was struggling previously. On social media platforms, Build-a-Bear has reached over a billion impressions, which is very commendable. It has truly become an iconic brand as millennials were the first customer base when they were younger.
Perhaps the main takeaway is that Build-a-Bear has steadily remained a strong brand all across the board. So, what will Julia Fitzgerald do differently? Is she entering to maintain the brand effectively or create some dynamic change that will bring further rewards through marketing? Comment with your thoughts!
https://www.retaildive.com/news/build-a-bear-names-julia-fitzgerald-chief-marketing-officer/646515/
https://www.licenseglobal.com/retailers/build-a-bear-workshop-names-new-chief-marketing-officer