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Build-A-Bear Workshop has been quietly waging a comeback since CEO Sharon Price John came on board in 2013. During this time, the company doubled its sales among teens and adults, invested heavily in e-commerce and expanded internationally. Its share price grew by more than 1,150% between December 2020 and December 2025. Though tariffs have cut into company profits, Build-A-Bear expects to surpass more than $500m in annual revenue for the first time in its history in 2025.
Chapters:
0:00 Introduction
1:18 Chapter 1. The first experiential retailer
2:39 Chapter 2. Turnaround strategy
5:40 Chapter 3. Risks
Produced and Shot by: Natalie Rice
Reporting by: Laya Neelakandan
Additional Camera: Ryan Baker
Editor: Darren Geeter
Animation: Jason Reginato and Emily Park
Additional Sources: PitchBook
Additional footage: Getty Images, AP Photos
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