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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.”
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