Some partnerships look great int he beginning, but not all work out. Build-a-Bear Workshop announced today its plans to stop carrying Zhu Zhu pets in their stores. They’ll be reducing the prices on the pets in order to get them out of the store.
Why the change?
The robotic hamsters tested well in Build-A-Bear stores in December and January, so the company decided to quickly roll them out to all of stores, said John Haugh, a company executive. But the market became saturated with the toys, leading to a lot of discounting, he said.
Instead, they’ll be stepping up their promotions to sell more of their well-known and lovable stuffed animals. Although they are pulling out of Zhu Zhu sales, they are still adding new items to the mix.
While it is pulling out of Zhu Zhu, Build-A-Bear continues to add other new products to its mix. In September, the company will launch a new “smallfrys” line of smaller already-stuffed animals. The animals will retail for $12, and can be dressed in outfits that will sell for $7. It will initially be a limited-edition two-month run that they hope will increase impulse buying, Haugh said.
We have always been fans of the Build-a-Bear workshop and I truly hope they see at least a little leap in their sales.