Build-A-Bear is making record profit, nearly 30 years after it was founded. And it’s doing so at a time when toy companies are staring down pressure from tariffs. The CEO says the key is diversifying the experience – and getting adults on board. Collaborations with brands like Pokemon, “Stranger Things,” Disney, “Harry Potter” and more have helped the company target teens and adults.
WSJ spoke with Build-A-Bear Workshop CEO Sharon Price John to learn how the company has grown beyond its brick-and-mortar stores and finally found success in the “nostalgia economy.”
Chapters:
0:00 Build-A-Bear’s success
1:17 The business model
4:29 Expanding to adults
6:52 Accessories and tariff pricing
The Economics Of
How do the world’s most successful companies generate revenue? In this explainer series, we’ll dive into the surprising stories behind how businesses work–exploring everything from Costco’s “treasure-hunt” model to the economics behind Amazon’s AWS.
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