Bear necessity

America likes to claim superiority in many areas and, in many cases, such claims are debatable, if not ludicrous. But there is one area in which America decidedly leaves the competition in the dust, and that’s entrepreneurialism.

Who but an American, for example, could have created an empire out of “a teddy-bear themed retail-entertainment experience”? You heard me right. And if you have kids under 12, you know what I’m talking about. Because you’ve probably already been badgered into going to a Build-a-Bear Workshop.

Pure commercial genius.

Now, let me preface this by saying that Build-a-Bear appears to be an exceptionally socially conscious company. Nonetheless, the business model is one of the most manipulative and exploitative I’ve ever seen. And coming from an American who was suckled at the ample breast of capitalism, that’s saying a lot.

I despise this company. If it weren’t for the charitable aspect, I would say it was an unequivocal scourge. It offends me on so many levels I don’t even know where to start. Before I do, here’s the basic idea:

• Kid picks out an unstuffed animal shell (bear, pony, ground hog, whatever). About $20.
• Kid picks out an outfit. Naturally, many of the clothes promote other brands: Harley Davidson, Spiderman, various Disney… About $10-$15. More $ if you add shoes, hats, sunglasses, etc.
• Kid can buy possessions for the animal: food, furniture. A saddle. A motorcycle. And more $.
• Kid buys a sound. “Roar Sound.” “Magic Sound.” Dozens of them. Or you can record your own. Still more $.
• Kid takes all of the above to a counter where a perky clerk stuffs his bear while he watches, throwing in a little heart (gag), the sound thingy if you got it, and a bar code (so the animal can be returned to its owner if it gets lost).
• Perky clerk sews bear shut.

Too bad cash registers don’t make that cha-ching sound anymore. That’s what I’d record for my animal’s sound…

Now, in addition to the bear-making stores, the company website offers kids e-cards, games, desktops and screensavers, bonus points for this and that, an un-bear-ably cute little kiddie social network, and more.

All of this represents the single most extreme, unabashed, multi-front branding and merchandising assault I have ever seen perpetrated against children. Unconscionable.

(Don’t talk to me about Disney. Disney was art for a long time before Disney was The Princess Collection.)

And that brings me to what bothers me even more about Build-a-Bear: the illusion of creativity it gives children. American culture doesn’t really value creativity in and of itself. The government’s continuing attacks on funding for arts education are just a reflection of this. Creativity is most respected in America if you get something out of it, like money or a product with commercial potential. If you don’t believe me, read this intercultural experience of Vincent’s.

So little kids go to Build-a-Bear and get the feeling that they’re creating something when they pick out pre-fabricated parts that someone else gets to put together to get an object that is not in the least bit unique, although they’re led to believe it is. They are so being gypped. Children need real creative opportunities in environments that don’t dictate what the end result will be, without the kind of pressure they must necessarily feel in a place like Build-a-Bear. Poor little American kids. Their true creativity will go untapped, and be channeled where corporations want it to go. So, so sad.

All of this makes me really glad I was poor when my son was little. He did amazing things with empty paper towel rolls and toothpicks. He was so incredibly adorable running around playing Ghost Busters with my can opener.

I hear that Build-a-Bear has just come to France. Not to Paris, but to three wealthy suburbs. Will it fly? Or will the French give it the same hostile reception they gave EuroDisney, that symbol, to the French, of American merchandising gone wild. The French, as I’ve said before, resist manipulation. They don’t respond well to the hard sell. And the Build-a-Bear approach is pure, in-your-face, buy me. But considering that most of the residents of these suburbs probably voted for “Sarkozy the American,” maybe they’ll be sucked right into the void.

If you ask me, the best bet for making Build-a-Bear work here in France would be to put it in Paris, where all the American tourists are. They’d be there in droves and wipe out the stocks of teddy bear French chef and can-can dancer outfits in no time…

America likes to claim superiority in many areas and, in many cases, such claims are debatable, if not ludicrous. But there is one area in which America decidedly leaves the competition in the dust, and that's entrepreneurialism. Who but an American, for example, could have created an empire out of "a teddy-bear themed retail-entertainment experience"? You heard me right. And if you have kids under 12, you know what I'm talking about. Because you've probably already been badgered into going to a Build-a-Bear Workshop. Pure commercial genius. Now, let me preface this by saying that Build-a-Bear appears to be an exceptionally socially conscious company. Nonetheless, the business model is one of the most manipulative and exploitative I've ever seen. And coming from an American who was suckled at the ample breast of capitalism, that's saying a lot. I despise this company. If it weren't for the charitable aspect, I would say it was an unequivocal scourge. It offends me on so many levels I don't eve