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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.”
Chapters:
0:00 Build-A-Bear’s success
1:17 The business model
4:29 Expanding to adults
6:52 Accessories and tariff pricing
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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.
CORRECTION: A previous version of this description said Build-A-Bear was founded 13 years ago.
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