Describe all phases of Build-A-Bear's product and what is being exchanged in a Build-A-Bear transaction.

The concept of this is very simple. It is about choice.
Instead of having bears or stuffed animals that are generic, it gives people the ability
to choose what they want. It fits in perfectly with our consumeristic and
individualistic society. From a business standpoint, you can charge a lot more for the
customization with very little extra overhead. The reason for this is, because there is
a limited number of mutations that are possible. Also things like clothing for the bear
is just pure and simple profit! So, you make all the possible variations and then allow
people to choose. At this point, you just put it together with the extra charge for the
customization.