Build-A-Bear Workshop SWOT Analysis, USP & Competitors

Posted in Media & Entertainment, Total Reads: 6488

SWOT Analysis of Build-A-Bear Workshop with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Build-A-Bear Workshop

Parent Company

Barclay and Manoil Manufacturing Company


Toy Brands & Manufacturers


Media and Entertainment

Tagline/ Slogan

Where Best Friends Are Made


Personalized bears




Target Group

Girls (5-16 years) from the upper middle class


Allows children to make their own mascot

SWOT Analysis


1.The company has created a lot of sub-brands and expanded their reach to zoos and such other places

2.In terms of product offerings, the company has also expanded to gift cards, clothing accessories etc so as to reduce its dependence on teddy bears

3. Presence of stores all across the USA and other countries with over 400 stores worldwide. This coupled with the opportunity to order online means they have a very good distribution system

4.Advertising to increase brand awareness through commercials and short feature films


1.”Create your own animal” statement has created a lot of legal problems for the company

2. The company must keep up with changing consumer preferences. Hence, the shelf-life for the toys is short


1.To leverage its brand name and expand its reach further outside the US

2. To leverage the characters used in games etc. given the  increase in animation as they have done with “Angry Birds”

3.Use media like animated commercial movies for promotion


1.The electronics companies are slowly taking over the “gift” market

2. Moving preference of children towards more electro-mechanical toys

3. Threat posed by Chinese manufacturers in the toy market



1. Annalee Dolls

2. Toys R Us
3.Azrak Hamway


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