"KIDULTING," BUILD-A-BEAR & MUSICAL NOSTALGIA
For about five years now, my family has had a text thread going called The Investment Group. The group spans three generations and often strays into areas that are far from investing. I thought this was the case when my younger brother Kevin joked about the US economy being propped up by Bitcoin and Build-a-Bear.
Turns out I was incorrect; my brother wasn't kidding, and he wasn't wrong.
This year, the Build-A-Bear retail experience did something that most adults only dream of: it made grown-ups pay serious money to play with stuffed animals again—and Wall Street responded with a party of their own. The company's stock price surged over 2,000%, outpacing tech giants like Nvidia and Microsoft.
Yes, you read that right. This mindless toy was beating the stuffing out of AI.
According to a report from CNN, Sharon Price John, the company's CEO, says that adults and teens now make up about 40% of Build-A-Bear's business with "kidulting": the adult pursuit of childhood joy.
What's leading the charge (cards)? A new line of limited-edition bears that pay tribute to the youth of the past: Pokémon, Hello Kitty, Harry Potter, and more. It's pure nostalgia with a side of social media bragging rights, although owning a Pokémon Build-a-Bear is not exactly something I would brag about.
People are paying for the experience of reliving their childhood—a chance to recreate something nostalgic and create a lifetime memory again. People are playing with collectables, not just letting them collect dust on a shelf. This joy of reliving childhood experiences is something we can all connect with.
So, here's the thing...
If adults are willing to spend hundreds (sometimes thousands) to "kidult" with toys, why aren't they doing the same with their (former) musical instruments?
Why aren't we seeing lines at music retailers, and why aren't manufacturers adding third shifts to meet demand? Why aren't stocks soaring for combo gear producers and music publishers? If it stands for stuffed animals, shouldn't the same hold for brass and rosewood?
Well, to a certain extent, we are seeing changes.
Based on available data and reporting from the past 5-10 years (roughly 2014-2024), the evidence suggests that:
Participation in community concert bands and orchestras has seen a significant resurgence and increase.
72% of youth orchestras reported that enrollment had either returned to pre-pandemic levels or exceeded them.
Adult community orchestras were among the fastest to rebound in terms of both musician participation and audience attendance.
A majority of community bands saw a strong return of musicians and high audience turnout upon resuming concerts.
A record number of new community bands and orchestras have formed in the last 3-5 years.
Yes, the good news is that post-public school music is on the rise, but not to the extent of our little furry friends.
I have written before about the disconnect I see between current music education and the alumni who once populated it. I have lamented the fact that the corporate world and C-Suites across companies are filled with people whose lives and work ethic were shaped by this incredible activity, and yet they do not give back in meaningful ways. We know the impact music has on people long after they leave our rehearsal spaces, and yet we as a profession have been unable or unwilling to capitalize on it. Keep in mind that Build-a-Bear's strategy is not to get people who never owned a stuffed animal to buy one – it's to get those who once owned and loved a stuffy to reconnect with a childhood memory in a meaningful, impactful, and tactile way. Something music education has been unable to do.
Build-a-Bear calls it "kidulting." I call it smart.
Music education could learn a lot from those little bears.
Have a great week.
Scott