The Strategy Behind Build-A-Bear's Revival
Build-A-Bear is posting record profits nearly three decades after it first opened its doors, and it is doing so at a moment when most toy companies are buckling under tariff pressure. The secret, according to CEO Sharon Price John, lies in broadening the experience beyond children and bringing adults into the store. Partnerships with franchises like Pokémon, Stranger Things, Disney, and Harry Potter have helped the brand carve out a loyal following among teens and grown-up fans alike.
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