2.51 AM Friday, 29 March 2024
  • City Fajr Shuruq Duhr Asr Magrib Isha
  • Dubai 04:56 06:10 12:26 15:53 18:37 19:52
29 March 2024

Cuddly teddy bears to make autistic kids smile

Published
By Sneha May Francis

Buying a teddy, one would imagine, would demand nothing more than just a quick scan of what’s on the shop racks, but American retailer Build-A-Bear Workshop (BBW) has rebuilt this exercise, allowing tiny tots to invest their time and creativity to make their own cuddly, stuffed animals.

“It’s not just a complete experience,” elaborated Paul Marks, General Manager of BBW.

Now, the drill attains a more noble tenor, with the BBW linking with the Dubai Autism Centre at the launch of their flagship store in Dubai Mall tomorrow.

“Our opening ceremony will be linked with the Dubai Autism Centre (DAC) and instead of doing the usual promotions to drive sales, we are going to allocate some special bears just for DAC for the first year,” elaborated Paul Marks, General Manager at Build-A-Bear Workshop.

In a unique departure from most store openings, the Dubai Mall store will celebrate its first day by inviting guests from DAC. “Our opening offers will give our guests an opportunity to do something special to help others.”

The initiative also marks the 15th anniversary of BBW.

“An opening that gives back” will introduce the GCC to two special bears - Champ- a-Champion For Kids and Curly Teddy, both of which will make their debut at the Dubai Mall.

“Champ and Curly will be on sale all year round in all our GCC stores and for every Champ bear that we sell in the first year of The Dubai Mall’s operations, Dh10 will go to The Dubai Autism Centre,” explained Paul. Thereafter, the Champ bears will continue to benefit children’s causes throughout the GCC.

“It wasn’t until we visited the children in their own environment that we realised that we’d like to do more, so we’re particularly pleased about the role that Curly Teddy will play at the opening. He’ll come with his own special outfit and half of the proceeds of sales from Curly Teddy will go to DAC” he added.

In addition, the programme will also introduce a special red and white chequered satin heart for Dh3 and the proceeds of which will be donated to the DAC.

BBW is a distinctive concept that allows children to choose “one of 30 skins for their furry friends, who they get it stuffed to their liking at the machines. Once that’s done, they add a personality to it by placing a red velvet heart inside. Then, they fluff the bear in a ‘bear bath’ and dress and name them to prompt a birth certificate.”

Kids can further personalize their new friend by recording their own message, adding a heartbeat or dressing them in a variety of cool accessories. Each bear also links its customers to an interactive virtual experience in bearville.com.

“It takes kids away from violent TV screens, so they get to learn to love, hug and smile,” stressed Paul.

BBW is not about being just a “toy store” and they have found a slot in the mall, next to the cinemas and food court. “Emaar has been absolutely fantastic. Emaar realised that it’s not a toy store or a fashion store, but a family store that involves children and parents in the entire experience.”

Among their 79 stores across the world, it is their outlet in Kuwait that has landed among the top 5. “We have a massive Arab customer base, and this re-emphasises how the Arab culture focuses on sharing and caring, embracing the fun that’s connected with the experience. We are finding customers in Kuwait, coming back, week after week. There are children who’ve got three or four bears,” he added.

In August, BBW will set up a new outlet at the Al Wahda mall in Abu Dhabi.