Describe all phases of Build-A-Bear's product and what is being exchanged in a Build-A-Bear transaction.
The concept of this is very simple. It is about choice. Instead of having bears or stuffed animals that are generic, it gives people the ability to choose what they want. It fits in perfectly with our consumeristic and individualistic society. From a business standpoint, you can charge a lot more for the customization with very little extra overhead. The reason for this is, because there is a limited number of mutations that are possible. Also things like clothing for the bear is just pure and simple profit! So, you make all the possible variations and then allow people to choose. At this point, you just put it together with the extra charge for the customization.