This festive season, Build-A-Bear Workshop, the beloved brand known for creating personalized stuffed animals and lasting memories, is continuing to strengthen its place in family traditions. Under the leadership of CEO Sharon Price John, Build-A-Bear is honoring its legacy while strategically navigating economic challenges. In this interview, John discusses the initiatives that have positioned Build-A-Bear as a leader in experiential retail during a period of transformation.
For more than two decades, Build-A-Bear has given families a chance to create memories together through the interactive process of making a bear. Sharon Price John emphasized the importance of embedding Build-A-Bear into the holiday experience. The company’s “Mission: Merry” initiative encourages families to visit workshops and participate in the experience of creating custom bears, rather than simply receiving them as finished gifts. This approach highlights the value of shared moments, particularly during the holiday season.
Beyond seasonal initiatives, Build-A-Bear Workshop has expanded its offerings through strategic partnerships. One notable collaboration is with Sanrio, the company behind Hello Kitty. A dedicated Hello Kitty Build-A-Bear location in Los Angeles has proven successful, prompting plans for additional locations, including a presence at the Mall of America. This expansion reflects a broader retail trend where experiential shopping converges with iconic brands and characters.
Sharon Price John’s tenure has included navigating major challenges such as the pandemic, inflationary pressures, and international tariff uncertainty. Despite these headwinds, Build-A-Bear has reaffirmed its growth trajectory, achieving its fifth consecutive year of record financial results. John credits this performance to disciplined management, a strong commitment to brand values, and a focus on delivering shareholder value. The company’s ability to adapt through uncertainty underscores its resilience and strategic execution.
International growth remains a key component of Build-A-Bear’s long-term strategy. The company now operates in 33 countries and is preparing to re-enter European markets, including Germany. Partner-operated stores have opened new avenues for expansion, demonstrating Build-A-Bear’s adaptability and its focus on sustainable global growth.
Shifting consumer behavior continues to favor experiences over material goods, particularly in the post-pandemic environment. Often described as the “nostalgia economy,” this trend reflects a desire for emotionally meaningful experiences. Build-A-Bear aligns with this movement through its focus on “kidulting,” personalization, and family connection. By emphasizing participation and shared creation, the brand strengthens emotional engagement while positioning itself at the forefront of the experience economy.
Sharon Price John’s leadership marks a defining chapter for Build-A-Bear Workshop as the company looks ahead with optimism and strategic clarity. By blending holiday traditions, innovative partnerships, and a consistent focus on customer experience, Build-A-Bear is well positioned for continued success. The combination of nostalgia and experiential retail remains central to the brand’s identity, ensuring it stays relevant and cherished for years to come. Happy holidays from Build-A-Bear, where creating memories remains at the heart of everything they do.