Vermont Teddy Bear Stages a Comeback

The Boston Globe reports that Vermont Teddy Bear has completely shifted its strategy in an attempt to execute a turnaround of the struggling firm. It's quite a shift in target markets, from adult men who listened to shock jock radio to children who want a lovable teddy bear with which to play and sleep. Most firms can't pull off such a radical change in their target market, but perhaps Vermont Teddy Bear can do it. It does seem to make sense to play off of their Vermont heritage with items such as an eco-friendly bear.