In an effort to boost earnings, create a greater customer base, and please current patrons, Build-A-Bear will bring workshops inside five Bass Pro Shops across the country for the holiday season, the St. Louis-based company announced last week.
A trial run of the idea at the Springfield, Missouri, Bass Pro was deemed successful, according to the St. Louis Post-Dispatch.
This holiday season, the workshops can be found at the Bass Pro Shops’ Christmas villages, a.k.a. Santa’s Wonderland, in the following locations: Springfield, Missouri; Clarksville, Indiana; Sevierville, Tennessee; Rancho Cucamonga, California; and Fort Myers, Florida.
The announcement to expand to additional stores was made as the company’s third quarter fiscal results for 2017 showed a slight decrease in sales, from $83.7 million the previous year to $82.4 million.
While the bear-building workshop has historically been a shopping mall destination, other high-traffic, non-mall locations may be in the business’ future, but bringing the workshops to Bass Pro Shops could easily prove profitable for both businesses. While parents shop for guns, hunting gear, and all things outdoors, kids can peruse Build-A-Bear by choosing an animal – not just limited to bears – picking clothes and shoes, even scents and sounds, as well as accessories for their new furry friends.
Of course, Bass Pro’s Christmas village will still have the usual offerings – tree lighting, photos with Santa, hot cocoa, cookies and popcorn, as well as Christmas-related crafts and activities.
Build-A-Bear’s announcement comes just weeks after a multi-billion dollar merger between Cabela’s, who recently reported a rather “disappointing” sales quarter, and Bass Pro Shops. The announcement also came as Build-A-Bear celebrated its 20th anniversary.