From Childhood Memories to Adult Experiences
For 26-year-old Cammie Craycroft, celebrating a friend’s birthday meant returning to Build-A-Bear Workshop. The retailer, long associated with children’s parties, has successfully repositioned itself to appeal to adults who grew up with the brand. “Build-A-Bear means a lot to me,” Craycroft said. “It really is a nostalgic place, and I have so many happy memories there.”
Strong Earnings Amid Tariffs
Build-A-Bear reported record-breaking revenue of $252.6 million in the first half of fiscal 2025, up nearly 12% from a year earlier. Its stock has surged roughly 60% this year, nearing a $1 billion market cap. CEO Sharon Price John credited early tariff mitigation strategies, including stockpiling inventory, as key to navigating economic headwinds. “Success isn’t an accident,” she said. “It often takes years of planning to weather difficult situations.”
Diversification Beyond Malls
Founded in 1997, the company now operates over 600 stores across 32 countries and has expanded into cruise ships, amusement parks, and hospitality venues. It recently launched “Mini Beans,” smaller pre-stuffed toys, to capture new demographics. Analysts highlight the company’s ability to discreetly raise prices through constant product innovation. “No consumer is really going to be able to tell, because there’s no direct comparable product,” said D.A. Davidson’s Keegan Cox, pointing to momentum in the brand’s international expansion.
The Power of Nostalgia
Build-A-Bear’s marketing strategy increasingly emphasizes nostalgia. A recent survey showed 92% of adults still own their childhood teddy bears, while nearly all respondents agreed stuffed animals are for all ages. University of Pennsylvania professor Americus Reed said the company’s emotional connection with customers gives it an advantage in today’s “attention deficit economy.” By offering a ritualistic, personalized shopping experience, Build-A-Bear has created loyalty that is difficult for competitors to replicate.
