Build-a-Bear, a customizable stuffed animal shop, allows children to co-create plush toys. Build-A-Bear has an eight-step personalization process: “Choose Me, Hear Me, Stuff Me, Stitch Me, Fluff Me, Dress Me, Name Me, and Take Me Home.”
Harvard researchers Michael I. Norton, Daniel Mochon, and Dan Ariely describe the process this way:
“Build-a-Bear offers people the ‘opportunity’ to construct their own teddy bears, charging customers a premium even as they foist assembly costs onto them.”
The strategy is clearly working. Build-a-Bear has sold more than 160 million plush animals since the company started in 1997.