Valentine's Day Gets Spicy: Build-A-Bear's After Dark Collection Targets the Playful Adult Market

Build-A-Bear is ditching the traditional Valentine’s playbook this year, launching a bold After Dark collection designed specifically for grown-up gift-givers and “kidults”—adults who refuse to leave their nostalgia and playful side behind. The star of the show? The Cuddly Cougar, a fabulous feline available in four distinct styles that prove stuffed animals aren’t just for kids anymore.

The Rise of ‘Kidulting’ and What It Means for Gifting

The “kidulting” trend is reshaping how adults approach self-expression and gift-giving. Rather than outgrowing the comfort of cuddly companions, today’s consumers are embracing humor-meets-heart gift experiences. Build-A-Bear’s After Dark collection taps directly into this sentiment, offering an 18+ age-gated microsite called the “Bear Cave” where adults can shop without judgment. This strategy recognizes a simple truth: nostalgia is big business, and grown-ups want gifts that make them smile.

Four Ways to Get Your Cougar Fix

The Cuddly Cougar arrives in multiple incarnations, each designed with specific vibes:

Signature Style features a sleek black outfit paired with a leopard-print faux fur coat—the cougar equivalent of power dressing. Sequin Sophisticate channels dance floor energy in a sparkly pink sequin dress and silver heels, perfect for the friend who lives for nightlife. Casual Cool rocks a tongue-in-cheek “On the Prowl” tee with flared denim and black boots, ideal for the laid-back personality. Book Club Romantic comes dressed for cozy evenings complete with a plush wine bottle and glass set, plus a voice chip for custom messages—because what better book club gift screams “I actually get you”?

Beyond the Cougar: A Full After Dark Lineup

The Cuddly Cougar isn’t traveling alone. The broader After Dark collection includes eleven additional Valentine’s plush sets and exclusive accessories. The Lovable Lion “Zaddy” t-shirt edition has already gone viral with over two million social media views, proving that playful branding resonates with this demographic. The Jennifur Cat Red Dress gift set rounds out the premium offerings. Shoppers can further customize their gifts with chocolate-covered strawberries, roses, novelty accessories, and personalized voice messages.

Where and How to Shop

The entire After Dark collection lives exclusively online through Build-A-Bear’s 18+ age-gated Bear Cave microsite, launched in 2019 specifically for adult customers. The brand also offers same-day Uber delivery for select items in participating areas, making last-minute romantic (or friend-focused) gifting stress-free.

Build-A-Bear’s Valentine’s strategy reveals how legacy brands can evolve by meeting adult consumers where they are—playful, nostalgic, and unwilling to compromise on self-expression. Whether you’re shopping for a significant other, best friend, or yourself, the After Dark collection proves that Valentine’s Day gifting just got a whole lot more fun.