Perhaps we're not the target market.
The chosen bears
They are My Little Ponies - a Songbird Serenade (the yellow one) and a Rainbow Dash - so they already have names.
Before we went
I had seen the store front in the Arndale Centre in Manchester and vaguely imagined a quiet, artisanal experience where children pushed kapok filling into Steiffen-style traditional teddy bears. As a special treat they might do this as a small birthday party group at about £15 a head.
On the afternoon itself
I can't remember signing up for the voucher but was pleased to have it since I have a four-year-old daughter and £50 is a non-trivial amount. I was sent an email reminder and realised on Friday that I had only Saturday afternoon to cash it in - just before I am due to be induced, so DD seemed due a treat and pre-sibling gift.
DSD and Dear Niece were with us for the weekend too. I asked DSD 12 if she would like to come. She squealed - 'yes! It'll remind me of my childhood! I love Build-a-bear!!!' Bless...
Sadly DN had to go home just before the trip, and was bitterly disappointed at missing out. So we promised that we would bring a teddy bear home for her, or her own kit to make her own bear at home.
Finding the Store
We arrived at the Trafford Centre on a mid-Saturday afternoon. We were lucky to park very close by and the store was very close to the Peel Avenue entrance.
I have never been in a BaB store and was struck by the fluorescent colours, teddy bear outfits and the noise. It was very hard to talk to the girls who couldn't hear a thing. I decided to treat the experience as a subsidised exercise in seeing what would happen if I let child nature take its course, within a very effective marketing machine.
The choice
DD was immediately drawn to the My Little Pony choices rather than the '2 for the price of 1' slightly more tasteful bunnies and so forth. With a £50 voucher behind us, I wasn't too worried and it was to be a Special Treat.
We weren't quite sure what the process was and an assistant explained - she hadn't heard of this trial, but quickly gathered it was something to do with Head Office. She explained we could top up the teddy bear with smells and hearts, and a naming certificate.
We couldn't find make-your-own-at-home kits for DN which was a disappointment. DD chose the yellow pony who I gather is the Songbird Serenade (£23). For DN we chose a Rainbow Dash (£21.50).
I decided that as a Special Treat we would use the remainder of the voucher for extras such as sounds, smells and outfits. We chose a song 'sound', a beating heart, and some strawberry-smelling inserts. These seemed to be about £3 each.
We then queued for about 10 minutes for the stuffing machine. This felt longer than it really was - the noise was oppressive though and DSD and I both found it a little much.
The stuffing machine assistant was called Molly and really excellent. DD was able to use her foot on a pedal tool to fill the ponies, which was her highlight of the day.
We were then funnelled to the additional outfits section. It wasn't easy to find the matching pony outfits and not clear which outfit went with which pony. Rainbow Dash was pretty straightforward to match; the Singing Serenade less so. DSD became very annoyed when DD chose the 'wrong' matching outfit and refused to reconsider. 'But you'll regret it when you get home!' she protested. 'Oh just let her!' I replied. After all it was a Special Treat and DD was getting to choose what she liked; and we needed to leave.
We skipped the naming certificate - neither of the machines were free; I wasn't sure what the yellow pony was actually called; and since DD can't read it seemed too much and just additional tat for her bedroom, already filled to the gills with similar tat. So we moved smoothly to the till before she could notice.
The assistant at the till asked if we really wouldn't like a certificate. 'No time' I replied without a flicker (I had an evening appointment and needed to get going). She asked if we would like a paper bag, box or rucksack. In for a penny, in for a pound, so I left the choice to DD. She said 'wucksack'. So, two more of those, in delightful pink rainbow stripes. They will be useful for sports kits and so on too.
They were efficiently packed up with outfits in the bottom and the pony heads poking out, to take home.
At that point, DSD noticed that the 'build a bear at home' kits were stacked by the till, which we hadn't spotted before. This was a shame, but rather late for DN, who already had her Rainbow Dash packed up. I wasn't inclined to add to the purchases at that point.
The bill
The bill came to £85, so the extras had pushed the overall bill to about £20 per pony beyond the cuddly toy itself (and £35 on top of the voucher).
I was happy to do this as a Special Treat, but DSD was nearly in tears and called the experience Utter Hell. I'm afraid we cast a shadow over her childhood memories. As a reward for her patience we then had to go to Boots and Selfridges to choose, at great length and consideration, a bribe to minimise the impact of another sibling foisted on her when her parents are old enough to know better suitable and equivalent make-up treat in the shape of a primer, fixer and replenishing spray. Her skin is perfect, but then I don't understand young people.
In summary
Was it worth it? I was very grateful indeed for the voucher and glad of the opportunity to experience Build-a-Bear. But I had misunderstood what the experience would be like - it was the complete opposite of quiet children sitting quietly poking kapok into traditional bears with a crochet hook.
I was in awe of the birthday parties of small girls where parents were surely forking out upwards of £300. But then they were presumably knocking a birthday party commitment on the head, jobsagoodun, to make a change from soft play and with no need to have a tea party at home.
For me it was both inordinately expensive and the toys themselves looked very nylon. You are paying for the experience. DD loved it of course. On the bright side, I was aware that she has poor perception of time, and that getting through the store as quickly as possible was the priority. There are about six touch-points to provide children with a 'memorable experience': choosing the bear, the inserts, stuffing the bear, getting the outfit, the naming certificate, and then paying (and getting it packed up to take home). Whether these take 5 minutes each or 15 minutes each makes little difference to very small children. For her it was amazing and we were still out within an hour.
But as a parent I wouldn't choose to go again (that Special Treat is now done and dusted) and we won't take up the offer of their party hosting despite their extremely high level of customer service, concern with experiential innovation and ability to cope with all sorts of young customer needs. It's not for the price-sensitive or the noise-sensitive. This is for the time-poor and cash-rich; we are time-poor and cash-poor. There are other things we could have done for what people call a 'memory day' with £85 (or even £35) like a picnic, afternoon in the park and making buns at home.