Build-A-Bear Magic

Build-A-Bear Workshop charges $25-$60 for a stuffed animal you could buy pre-made for a few dollars. The trick? You choose the animal, stuff it, add a heart, dress it up, and name it. By the time you're done, it's not a product — it's your creation. Kids don't abandon Build-A-Bear toys the way they ditch other stuffed animals.

This same psychology drives Nike By You (custom shoes), Subway (build your own sandwich), and even M&M's personalized printing. When you put effort into customizing something, you value the result more — and you're willing to pay a premium for it.