Want a Teddy Bear? Build It, Too By Matt Slovick Washingtonpost.com Staff Wednesday, September 1, 1999

Jillian (left) and Sarah Slovick proudly display the bears they created at Build-A-Bear Workshop." (Mark Finkenstaedt for washingtonpost.com)

That line came from my 7-year-old daughter, Sarah, who had just spent about an hour at the Build-A-Bear Workshop at Tysons Corner Center.

The store, which opened in June, is one of 13 outlets nationwide. And judging by the many smiling faces on this Saturday, the future looks bright for this imaginative idea.

Maxine Clark, 49, the chief executive bear and former president of Payless Shoes, created the simple concept – choose me, stuff me, stitch me, fluff me, dress me, take me home. Clark's long retail history includes a stint as an executive trainee and buyer at Hecht's here in Washington during the early '70s.

You can get in and out of Build-A-Bear for as little as $10 with a 13-inch Lil Cub. But prices steadily rise to $25 (a special Big Bear is $40). And once you add a sound, an outfit and other accessories, the total can easily reach $60.

Although children are the prime demographic, assistant manager Mark Buterbaugh sees bikers, grandmothers, teens and men in suits building bears and other stuffed animals.

"I helped a 3-year-old girl make her bunny," Buterbaugh says. "She was so overwhelmed and excited, she had me in tears. She said to me, 'You helped me make my bunny, I love my bunny and I love you.' "

Buterbaugh, 31, left a job in the computer information and technology department of a law firm to work at Build-A-Bear. He has never for a second regretted his decision despite the discrepancy in salary.

"The first thing I made was a pig with wings. Pigs do fly now, I'm certain of it," says Buterbaugh, who exudes enthusiasm. "It's so much more rewarding than anything else I've every done before, regardless of money. It makes you feel so great."

A Bear Is Born

Our builders are Sarah and Jillian, 4, who take a surprisingly short time to select their new friends. Among the choices are 12 bears, two bunnies, two dogs, a kitty, a cow, a pig and a frog.

Jill goes for the 15-inch black bear with the sleek, plush fur ($15). Sarah grabs the 21-inch polar bear and its fluffy fur ($25). At this stage, their toys are limp and unstuffed.

The first option comes next. You can pick a sound for your bear, including Brahms's lullaby. It's "I love you" for the polar bear and a giggle for the black bear.

The next step takes us to a large rectangular contraption with a clear top that is filled with churning white fluff. At the Stuffiteria, children can pick fluff from bins marked "Love," "Hugs and Kisses," "Friendship" and "Kindness" and send it through a long, clear tube and into this machine.

An employee then holds the bear to a small tube while the builder pumps a foot peddle. In seconds, the bear takes its snuggly form.

Before the stitching, builders must insert an important ingredient – the heart. The girls follow instructions and rub the small heart between their hands to make it warm. They then close their eyes, make a wish and kiss the heart before putting it inside the bear. Jill also plants a kiss on her bear.

"I've seen big, burly guys making bears for their girlfriends and kissing the heart every time," Buterbaugh says.

While the bears are being sewn, name books are available to peruse. I suggest a "P" name for the polar bear, and in no time Sarah decides upon Pollyanna. Jill turns to a page and points a finger to Chomper, which eventually becomes Chopper. The stitchers also embed a bar code so if a lost bear is returned to the store, a tracking system can find the owner.

Now comes a little TLC. At the Fluff Me station, the girls brush their bears on a "bathtub," which features spigots that blow air. We then move to the computers, where you create a birth certificate or a story. The program is simple enough for children to follow by pressing color-coded keys.

And finally, it's dress-up time. Prices range from $4 for T-shirts or boxers to $15 for a four-piece wedding ensemble. The selections seem almost endless: tuxedo and bow tie, prom dress, cheerleader, baseball outfit, denim hat and jumper, ballerina, nurse, clown and sweaters. Accessories include hats, shoes, sunglasses, purses, umbrellas, backpacks, sports equipment and jewelry. The store also sells a "Bear Jammin'" CD or cassette for $10.

Sarah settles on a princess outfit for Pollyanna. She adds a pair of wings and slippers. Jill likes the skating dress and, of course, must have the ice skates. She also picks out a wand. We allow both to buy a school book set for their bears to carry.

Chopper, the giggling black bear on ice skates, comes to $42. The winged Princess Pollyana polar bear that says "I love you" rings up at $57.

The bears go home in a Cub Condo, a box shaped like a house that has windows and a door.

Ever Changing

Seasonal merchandise also should inspire repeat business. A black cat with an orange nose will be in stores for Halloween. The Cub Condos will be designed as glow-in-the-dark haunted houses, which can be used for trick-or-treating. A Millennium Bear will soon be available, and a penguin will arrive for Christmas. A heart-nosed bear will be introduced for Valentine's Day, and Easter will feature a limited edition bunny.

Build-A-Bear also books birthday parties, family reunions and visits by Scout troops. Individual limits can be set so that the cost doesn't become unconscionable. The stores are usually crowded, so allow up to three hours to finish.

By the way, you might want to make sure you have crayons or markers at home. The Cub Condos turned out to be an unexpected treat. My girls spent hours coloring their bears' abodes.

Build-A-Bear Workshop is open 10 a.m. to 9:30 p.m. Monday through Saturday and 11 a.m. to 6 p.m. Sunday. The store is on the upper level of Tysons Corner Center by parking terrace A. The mall is near the intersection of Route 7 and Route 123 just off Interstate 495. The other outlets are in St. Louis; Indianapolis; Chicago (two); Houston; Atlanta; Scottsdale, Ariz.; Overland Park, Kansas; Myrtle Beach, S.C.; Orlando, Fla.; Palm Beach, Fla.; and Miami.