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experience. The result is a one-of-a-kind furry friend that kids feel is “more special” than stuffed animals from any other place. 

## LOYAL BRAND ADVOCATES 

Build-A-Bear is strongly positioned against our competition on key factors including likelihood to repurchase, likelihood to recommend, overall satisfaction and as a preferred company. We have over 4.4 million active members in our retail loyalty program including our top tier “VIBs” (Very Important Bears) who over-index on visit frequency and spend. 

Because emotional brands like Build-A-Bear connect with consumers beyond utility, many of our top tier Guests are also our strongest brand advocates. Our elevated and integrated marketing programs empower consumers to engage and promote our brand on social media sites such as Twitter, Pinterest, YouTube and Red Stamp. 

## LOYAL BRAND ADVOCATES 

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Source: Burke, Inc. 2013 

#1 Build-A-Bear has the highest Brand Loyalty Index among key competitors. 

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## BROAD DEMOGRAPHIC APPEAL 

<img src='content_image/230720.jpg'>

OVER 20 % of furry friends are registered to someone age 14 or older. 

In addition, we had over 25 million unique visitors to buildabear.com in 2013 and have over 2.5 million Facebook fans giving us platforms to further engage a broader base as we evolve our brand building programs. 

## BROAD DEMOGRAPHIC APPEAL 

Indicative of the strength of our brand and its potential is its broad demographic appeal in terms of age, gender and family focus. Over 20% of stuffed animals are made by someone over 14 years old, in part reflecting the gift-giving segment of our business model. Guests are likely to visit our stores in conjunction with milestone moments and rites of passage in their lives including birthdays, the first day of school or graduation, as well as key holidays including Valentine's Day, Easter and Christmas. That results in a business that is relatively balanced on a quarterly basis and gives us multiple platforms to develop to drive incremental future visits. 

## BALANCED SEASONAL SALES 

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Our sales are balanced throughout the year. 

2011–2013 Average 

47 %  OF SA L ES occur during the 1st half of the year. 

