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!
