"Build-a-Bear" is the name of an Internet based business enterprise that sells customized custom designed soft toys, greeting cards and other related items. The main marketing strategy followed by this company is to let the customer design their own products using the standard components and a IT based facility that enables the customers to design the products easily and quickly.
The value created by this kind of strategy is of two main type. First is that the customer can get a product that matches his or her requirements more closely than would have been the case with mass manufactures products of standard design. The second benefit is the joy and satisfaction the customers derive in the creative task of designing the product for themselves. This strategy also gives the customer the joy and satisfaction of creating something new themselves.
To give additional value to its customers Build-A-Bear has introduced many Internet based activities that enables its customers to form groups, and engage in activities centering around their products.