Product Sense: Bringing Build-A-Bear to Roblox Through a Brand Partnership

Roblox is partnering with Build-A-Bear. As a product manager at Roblox, design a product for the experience this collaboration should create. ```hint Serve three parties This deal involves the player, Roblox and Build-A-Bear. Ask what each one wants from the partnership and what makes building a bear in a store special, then decide which of those the product should carry over. ``` ### Clarifying Questions - What does each company want most from the deal: new young users and engagement for Roblox, and for Build-A-Bear more store visits, brand reach or digital revenue? - Should the product be a branded Roblox experience, avatar items players can use across Roblox, a link between the physical stores and Roblox, or a combination? - Who builds and runs it: a Roblox team, Build-A-Bear with an agency, or creators already on the platform? - Which age group is the target, given that many Build-A-Bear shoppers are young children whose accounts need parental controls? ### What a Strong Answer Covers - The goals of the player, Roblox and Build-A-Bear, and how the design serves each of them. - A chosen player segment, with child safety and parental controls handled for the youngest players. - A concrete concept that translates the in-store bear-building ritual to Roblox, with a first release and later phases. - Success metrics for both partners, with guardrails for safety, spending by children and brand fit. - Risks such as interest fading after launch, brand authenticity and pressure on kids to spend. ### Follow-up Questions - Visits peak in launch week and fall off quickly afterwards. What would you change to keep players coming back? - How would you show Build-A-Bear that the partnership sent families to its stores, not only players to Roblox? - Parents complain that the experience pushes children to spend Robux. How do you respond?