'Frozen 2' didn't give Build-A-Bear Workshop the sales boost it expected
Disappointing sales of"Frozen 2" merchandise, combined with tepid mall traffic and the delayed opening of a flagship store, forced the toy retailer to"We expected the successful release of the 'Frozen 2' movie in late November to generate incremental shopping traffic to malls, similar to the prior top-license movies, especially given that the original 'Frozen' film was the best-selling license in our history," CEO Sharon Price John said on...
While Build-A-Bear's"Frozen 2" products — which include stuffed bears inspired by the princesses, and Sven and Olaf plush toys — are selling, they aren't drumming up as much demand as the retailer anticipated. "The property has gained momentum since the movie premiere and is generating nearly double our average dollars per transaction," Price John said on the call. However, it's only generating enough store traffic and transactions to rank as Build-A-Bear's No. 2 property, she added.
Build-A-Bear is trying to drum up sales with promotions, Price John said, especially as other retailers are discounting all kinds of"Frozen 2" merchandise more aggressively than it expected. One reason for the fierce competition could be a shorter holiday season — a late Thanksgiving this year means there areThe toy group's troubles are surprising, given the movie's popularity.
The sequel made nearly double what the original"Frozen" earned during the same timeframe in 2013, adjusted for inflation,
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