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

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Build-A-Bear Workshop analyses the brand by its strengths, weaknesses, opportunities & threats. In Build-A-Bear Workshop SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Build-A-Bear Workshop to benchmark its business & performance as compared to the competitors. Build-A-Bear Workshop is one of the leading brands in the media & entertainment sector.

The table below lists the Build-A-Bear Workshop SWOT (Strengths, Weaknesses, Opportunities, Threats), top Build-A-Bear Workshop competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Build-A-Bear Workshop SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Build-A-Bear Workshop Brand Analysis
Parent Company

Barclay and Manoil Manufacturing Company


Toy Brands & Manufacturers


Media & Entertainment

Tagline/ Slogan

Where Best Friends Are Made


Personalized bears

Build-A-Bear Workshop STP


Target Group

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


Allows children to make their own mascot

SWOT Analysis of Build-A-Bear Workshop
Build-A-Bear Workshop Strengths

Below are the Strengths in the SWOT Analysis of Build-A-Bear Workshop:

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

Build-A-Bear Workshop Weaknesses

Here are the weaknesses in the Build-A-Bear Workshop SWOT Analysis:

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

Build-A-Bear Workshop Opportunities

Following are the Opportunities in Build-A-Bear Workshop SWOT Analysis:

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

Build-A-Bear Workshop Threats

The threats in the SWOT Analysis of Build-A-Bear Workshop are as mentioned:

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

Build-A-Bear Workshop Competition
Build-A-Bear Workshop Competitors

Below are the top 3 competitors of Build-A-Bear Workshop:

1. Annalee Dolls

2. Toys R Us
3.Azrak Hamway

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Build-A-Bear Workshop. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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