Build-A-Bear, typically thought of as a kid-friendly brand, is facing criticism for its “After Dark” collection, found in the Bear Cave section of the company’s website. The section is noted to be for adults 18 and over. The line features a number of adult-only stuffed animal clothing options for Valentine’s Day, including a two-piece underwear set with chocolate-covered strawberries, a shirt with the phrase “You turn me on” featuring a light bulb, and a shirt with the word “Zaddy,” a term for an attractive older man. There is also a monkey dressed like a stripper and teddy bears featured in nighties. An Instagram video released by the company features “Doctor Love Lion” offering pickup lines. “Girl, are you a gazelle? Because you look like something I can sink my teeth into,” suggests Doctor Love Lion. “See what I did there? You’re welcome.” In a press release, the company stated the adult line of stuffed animals is meant to be playful. “These Valentine’s gifts are designed to delight a partner with a playfully romantic gesture, make a Galentine smile with a cheeky message, or induce a blush from your crush over a plush. Largely an adult-to-adult giving holiday, Valentine’s Day is a perfect time to consider Build-A-Bear for a surprising, unique statement to make your recipient ‘LOL.’”

Some critics, however, aren’t laughing. In an interview with the Wall Street Journal, marketing strategist Alice Waterman-Hale said the line seemed meant “to upset people.” Users on social media criticized it as being inappropriate for a brand that is meant for children. Build-A-Bear CEO Sharon Price John, however, noted that the move is meant to adjust to “the evolution of what people want.” The news release from the company noted that, “The increased popularity of Build-A-Bear among adults is part of the ‘kidulting’ trend in which adults lean into childhood memories and search for collectibles that appeal to the playful nature of this older consumer through rekindling their youth with nostalgic gifts.”

According to John, 40% of the company’s sales come from teenagers and adults. According to CNBC, “kidults” are responsible for one fourth of all toy sales and are the biggest driver of growth in the toy industry. The trend of “kidults,” those 12 and over purchasing toys for themselves, has been a thing since Star Wars changed the face of toys with its savvy marketing of movie-related merchandise, but it really exploded with the popularity of comic book movies in the last decade. The pandemic also saw an increase in toy sales as adults found themselves back at home and seeking ways to entertain themselves. Despite the criticism that Build-A-Bear has received, John stated that the Valentine’s line has sold very well.