Mystification of the Labor Process in Contemporary Consumer Culture

An addition to an already diverse body of empirical work within cultural studies research is offered by analyzing the mystification of the labor process for children attending Build-A-Bear Workshops. First it is briefly described how customers "build" their own commodities at these Workshops and how the production of stuffed animals at the stores is constructed as an experience that hides the true nature of capitalist manufacturing and service work. It is argued that these Workshops place children in the role of supervisors engaged in facilitating the sort of flexible production that characterizes the contemporary work process. It is noted how the process of naming and creating "birth records" for the stuffed animals allows Build-A-Bear Workshops to collect valuable personal information on individuals and families. In sum, it is found that Build-A-Bear Workshops socialize children into the commodification of sentiment, the role of middle managers, and a lifestyle of consuming prefabricated products and experiences.