Post Reports Why Build-a-Bear Workshop is outpacing big tech
Oct 28, 2025
Jackie Peiser, a retail reporter for The Washington Post, shares insights into Build-A-Bear Workshop's incredible 1,200% stock surge, outpacing titans like Microsoft and Apple. She highlights the unique in-store experience, from choosing furry friends to the heart ceremony, and notes that 40% of their customers are now adults, driven by nostalgia. Peiser discusses how the company has adapted its operations amid mall declines and explores future growth potential, emphasizing the impact of licensing deals with beloved franchises. A delightful look at a brand thriving against the odds!
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Extraordinary Stock Performance
- Build-A-Bear's stock rose over 1,200% in five years, outpacing major tech names in growth trajectory.
- The rise partly reflects a rebound from pandemic lows but also sustained revenue growth afterward.
In-Store Ritual Drives Attachment
- Build-A-Bear offers a unique hands-on in-store experience that draws young customers into a multi-step creation ritual.
- The interactive process creates emotional attachment and repeat visits across generations.
The Heart Ceremony And Personalization
- Kids push a pedal to stuff their chosen furry friend, then participate in a heart ceremony to 'bring it to life.'
- Customers can personalize with sounds, scents, and outfits during the visit.