Build-A-Bear Workshop in Herald Square, New York remains a nostalgic favorite, drawing in adult customers like Cammie Craycroft. Despite macroeconomic challenges, the company saw record-breaking revenue of $252.6 million in the first half of fiscal 2025. Stock is up 60% year-to-date, approaching a $1 billion market cap.

CEO Sharon Price John attributes Build-A-Bear’s success to forward-looking strategies and diversifying its brand beyond malls. With over 600 stores in 32 countries, the company is exploring new options like international stores and “Mini Beans” products. The company’s success can be attributed to its ability to adapt and plan ahead, even amid tariff impacts.

Build-A-Bear’s expansion into international stores has been a key growth driver, helping the company stay afloat and successful. By discreetly raising prices on new products and demographics, the company has maintained momentum and seen a positive impact on its share price. Analysts see potential for further growth as the company continues to innovate and adapt.

Marketing to adults who grew up with the brand, like Cammie Craycroft, has proven to be an effective strategy for Build-A-Bear. Nearly 92% of adults still own their childhood teddy bears, emphasizing the brand’s nostalgic appeal. University of Pennsylvania marketing professor Americus Reed notes that nostalgia plays a significant role in driving sales and creating brand loyalty.

Read more at CNBC: Here’s why Build-A-Bear Workshop is thriving even as retail struggles