Build-a-Bear looks beyond kids

build-a-bear_workshop_coupons.jpgNew Build-a-Bear Effort Targets Tweens

Popular mall destination Build-a-Bear is launching a new campaign reaching tweens, a demographic that’s a little older than the chain usually attracts. To do so they’re playing up the idea of fashion. Specifically, new TV spots for the retailer will position the make-them-yourself dolls as the perfect accessory for fashion-conscious tween girls to dress up and mold to their liking.