Dara Meath on Build-A-Bear’s Digital Innovation and the Future of Experiential Retail

One of the more exciting parts of the interview was Build-A-Bear’s venture into the virtual world, particularly through the popular gaming platform Roblox. Meath explained how the brand has tapped into the gaming space to engage with younger audiences, boasting over 13 million players. Through Roblox, Build-A-Bear provides a safe and playful environment for users to build their own shops and create digital furry friends, offering valuable insights into customer preferences and trends. This data helps Build-A-Bear refine its merchandise and stay relevant to its audiences, from children to adults who have been loyal customers for decades.

The interview also touched on Meath’s leadership style and the importance of female empowerment in tech. As one of the few female CTOs in the retail industry, Meath shared her experience and her T90 Leadership philosophy, a 90-day cycle approach to continuous improvement and innovation. She also highlighted the upcoming Shoptalk Fall event in Chicago, where she will be joining other women leaders on stage to discuss the future of retail and technology. For Meath, mentorship and collaboration are essential in shaping the next generation of tech leaders, and Build-A-Bear’s success is a testament to the power of combining creativity, technology, and a people-first approach.