Name: 《星際大戰》「尤達寶寶」如何解鎖Build-A-Bear新商業策略 | 華爾街日報 (How ‘Baby Yoda’ Unlocked Build-A-Bear’s New Business Strategy | WSJ The Economics Of)
Uploaded: 2026-02-23T00:03:55.000Z
Duration: 8 min 49 s
Description: 【看影片學英語】數萬部 YouTube 影片，搭配英漢字典即點即查，輕鬆掌握單字發音與用法，長久累積看電影不必再看字幕。

The first thing you do when you come to Build a Bear is you have to pick out which furry friend that you want.

來到 Build a Bear 的第一件事，就是要挑選你想要的 furry friend。

情態助動詞 B1

喔，這裡有一個。喔，這個比較好。

Nearly three decades after Build a Bear Workshop first opened, the company is banking more revenue than ever.

Build a Bear Workshop 開業將近三十年後，公司賺取的 revenue 比以往任何時候都多。

Say little bunny sleeping till it's nearly noon.

It's growing at an unlikely time as toy makers are facing big hits from tariffs.

在玩具製造商承受關稅重擊的時期，它卻在這個意想不到的時間點成長。

The key to Build a Bear's success isn't just what you take home.

Build a Bear 成功的關鍵，不只是你帶回家的東西。

你會想給你這個 furry friend 一個大大的擁抱。

Its strategy focuses on the workshop itself and growing it beyond the brick and mortar store.

它的策略著重在 workshop 本身，並讓它超越實體店面的範疇。

I'm gonna pick out this choco cat because this is one I've really been wanting.

我要挑這個 choco cat，因為這是我一直很想要的。

This is $38, so I'm gonna add this one to my bag.

這件是38塊，所以我要把它加到購物袋裡。

We are definitely in the crosshairs of the nostalgia economy.

我們絕對是懷舊經濟瞄準的目標。

Build a Bear opened in 1997 as an interactive retail destination, mostly in shopping malls.

Build a Bear 在1997年開幕，主要是在購物中心，是一個互動式零售目的地。

它不是在跟一般的絨毛玩具競爭。

It's competing with an experience, with going to the theater, with going to a theme park.

它是在跟一種體驗競爭，跟去劇院、去遊樂園競爭。

That's really where their competition is for customers.

這才是他們跟顧客競爭的真正地方。

At the end of the day, if you buy a plush that is something else, there's a distance to it.

說到底，如果你買的是別的東西的絨毛玩具，那感覺就差了點。

Close your eyes tight and make a great big wish.

閉上眼睛，許個大大的願望吧。

But the whole process of the Build A Bear starts from the very beginning that the child is engaged and connected and a participant in the creation.

但整個 Build A Bear 的過程，從一開始就讓孩子們投入、有連結感，並參與創作。

You guys can go ahead and pick out any clothes you want.

你們可以自己去挑選任何喜歡的衣服。

They created more and more purchase occasions with different products, with smaller products, with collectibles, with outfits.

他們透過更多不同的產品、更小的產品、收藏品、服飾，創造了越來越多的購買機會。

So it was really an opportunity to expand that relationship.

所以這真的是一個擴展關係的機會。

But it's taken the company time to turn that relationship into profit.

但公司花了點時間才把這種關係轉化為利潤。

The decline of malls combined with the recession put it at risk of bankruptcy until a leadership change in 2013.

購物中心的衰落加上經濟衰退，讓公司瀕臨破產，直到 2013 年領導層變動。

While it is true that when I arrived at build a bear, 20% of our stores were unprofitable, and

雖然說我剛到 Build A Bear 的時候，有 20% 的店是虧損的，

而且這樣是無法持續的，但 80% 的店是賺錢的。

And we looked into the vision very details down to every Single line.

我們非常詳細地檢視了願景，細緻到每一條線。

這間店的什麼讓這一切奏效呢？

And so we started to create a very distinct strategy to go to hospitality locations like great wolf lodge or carnival cruise line.

所以我們開始制定一個非常獨特的策略，進駐像 Great Wolf Lodge 或 Carnival Cruise Line 這樣的餐旅地點。

We have three different models of stores in terms of business models and numerous models of footprints.

我們有三種不同的店面模式，就商業模式和各種店面大小而言。

Small footprints inside of girl scout stores, two to large footprints inside of FAO Swartzen in Rockefeller plaza.

小型的店面在 Girl Scout 商店裡，大型的店面則在洛克斐勒中心的 FAO Schwarz。

The company was still finding its footing and had just updated its digital storefront when the pandemic hit.

公司還在摸索階段，剛更新了數位店面時，疫情就來了。

We had what was one of our largest unit selling items ever that just made the boat, which was baby Yoda.

我們有一樣當時賣得最好的商品，也就是 Baby Yoda，剛出貨。

And we decided to not at the last minute when we saw some of this happening, to not ship baby Yoda out to the stores where it ultimately would have been trapped.

當我們看到一些情況發生時，我們決定不在最後一刻，不把 Baby Yoda 運送到商店，因為它最終會被困在那裡。

We kept it at the warehouse and put together an entirely new system and process.

我們將它留在倉庫，並建立了一套全新的系統和流程。

It was overwhelmingly an older consumer that was purchasing this, like teens and adults.

購買的主要是比較年長的消費者，像是青少年和成人。

So you guys can kind of see him peeking in the little window right here.

所以你們可以看到他從這個小窗戶探頭出來。

I think it's awesome that, you know, build a bear still kind of tags that along, even though, you know, you're not able to go into the store and do this yourself.

我覺得很棒的是，即使你們現在沒辦法親自到店裡，Build a Bear 還是會保留這個元素。

Our teen and adult and collectors over index online to this day.

我們青少年、成人和收藏家至今在網路上都還是超愛買。

Definitely one of my favorites in my collection.

在我的收藏裡絕對是我的最愛之一。

I already collect certain plushies like squishmallows.

我已經有在收集一些絨毛玩具了，像是 squishmallows。

I had a pretty large build a bear collection as a child, so I've always loved the brand.

我小時候就有很多 Build a Bear 收藏了，所以我一直都很喜歡這個品牌。

It's always been in the back of my head that I want to rebuild my build a bear collection.

我心裡一直有個想法，就是想重新收集我的 Build a Bear。

My kids will have this build a bear one day.

我小孩以後也會有這個 Build a Bear。

The kidult has been a huge phenomenon in the toy industry, certainly in the last 1212 years or so.

「大童」現象在玩具產業裡非常盛行，尤其是在過去的十幾年裡。

We still have that desire as humans to collect things.

我們人類還是有收集東西的慾望。

And whereas you used to collect porcelain figures or coins or stamps or other dolls, people are now collecting what would traditionally have been seen as just toys because they remember them from their childhood.

以前你可能會收集瓷器、硬幣、郵票或其他玩偶，但現在大家收集的是以前可能只被看作是玩具的東西，因為他們記得小時候有這些。

Just over the last couple months, I've collected maybe around 60 or 70 build a Bears.

光是過去幾個月，我就收集了大概六、七十個 Build a Bears。

Adults and teens make up nearly half of build a bear sales.

成人和青少年佔了 Build a Bear 銷售額的將近一半。

He was an online exclusive, very popular for a very long time.

他曾經是線上限定款，而且非常受歡迎，紅了好長一段時間。

The kidult spending is also fueled by a release cycle of exclusive and licensed products.

這種成人玩家的消費，也受到獨家和授權產品的發行週期所帶動。

I really love these Sanrio build a bears that I have, and

我真的很喜歡我擁有的這些 Sanrio Build a Bears，而且

Build a bear also collaborates with brands like pokemon, Stranger things, Disney, Harry Potter, Marvel and more.

Build a Bear 也和 Pokemon、Stranger Things、Disney、Harry Potter、Marvel 等品牌合作。

We've created a micro site for some of these licenses called the Bear Cave, where it might be something like Deadpool Bear or Matrix Bear that's specifically designed for an adult.

我們為其中一些授權商品創立了一個微型網站，叫做 Bear Cave，裡面可能有像 Deadpool Bear 或 Matrix Bear 這種專為成人設計的商品。

Shoppers in the Bear cave can also find more adult themed items like tiny plush martinis, zaddy shirts, and

在 Bear Cave 的購物者也能找到更多成人主題的商品，像是迷你絨毛馬丁尼、zaddy T 恤，還有

We have a tremendous opportunity to have a little bit of a tongue in cheek approach to things that are completely benign in many ways.

我們有絕佳的機會，能用一種帶點幽默的方式來處理很多事情，這些事情在很多方面都完全無傷大雅。

Online sales grew by 110% between 2019 and 2024.

2019 年到 2024 年間，線上銷售額成長了 110%。

I'm seeing a lot of stuff that I already had because I did just make a really big purchase.

我看到很多我已經有的東西，因為我剛剛才買了一大堆。

I have a really bad habit of when I'm shopping, not looking at the price tag.

我有個壞習慣，就是逛街的時候不看價錢標籤。

But I mean, if you cap in the outfits and the bear, like, it's definitely between 5 and 700.

不過說真的，如果你把衣服和熊都算進去，大概要 500 到 700 塊之間。

One of the cheapest bears available is the $16 Lil Cub Brownie Teddy bear.

最便宜的熊之一是 16 美元的 Lil Cub Brownie Teddy bear。

But once you add a set of clothes, a sound, and

但一旦你加上一套衣服、一個聲音，

an accessory, the total price shoots up to $50.

和一個配件，總價就會飆升到 50 美元。

There's been times where I went into Build a Bear and just walked out with a bear.

有時候我走進 Build a Bear，就這樣抱著一隻熊走出來。

I mean, it is a really expensive hobby if you think about it.

說真的，仔細想想這真的是個很貴的嗜好。

That's why I do enjoy thrifting a lot of the time, because there's been many times where I found a Build A Bear full outfit for like $3.99.

這就是為什麼我常常很喜歡去二手店挖寶，因為很多時候我會找到一套完整的 Build A Bear 衣服，才 3.99 美元。