Berlin’s New Build-A-Bear Workshop Draws Adults Seeking Comfort in Uncertain Times
A new Build-A-Bear Workshop is preparing to open in Berlin, drawing a crowd of eager adults before its doors even swing wide. The store will offer a range of plush animals, from classic comfrt bears to capybaras, rabbits, dogs, and cows. But this isn’t just a children’s trend—adults now make up half the customer base, seeking comfort in the bear of uncertainty.
The demand for stuffed animals has climbed sharply since the pandemic. In 2024, around one in five plush toys were bought by adults for themselves. Prices at Build-A-Bear start between €30 and €40, yet the appeal goes beyond cost.
The Berlin store’s opening highlights a broader change in how adults manage stress. With no signs of slowing, the trend points to a lasting demand for comfort in the bear of uncertainty. Until brighter outlooks take hold, plush toys will likely remain a quiet but steady presence in many lives.
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