Maxine envisioned an interactive retail destination where kids could make personalized “furry friends.” She ultimately created something that is now called “experiential retail” which has fundamentally helped to change the way we think about shopping.

Originally conceived as a place for children to create their own special teddy bear with a step-by-step process including our now iconic Heart Ceremony, Build-A-Bear is now a multi-generational, multi-dimensional global brand appealing to diverse consumer demographics.

During store visits, customers go through an interactive process in which the stuffed animal of their choice is assembled and tailored to their own preferences including varying scents, sounds, and outfits. Build-A-Bear Workshop is the largest chain that operates in this style.

The stuffed animals have sparked backlash from conservatives who believe drag is connected to child "grooming," though the bears are made for adults and only available online in the store's "Bear Cave" for customers 18 and older. According to Build-A-Bear, adults and teens make up about 40% of their customer base.

Louis-based company is seeing a strong post-pandemic resurgence in demand for its create-your-own soft plush toys, and Build-A-Bear Workshop attributes that to shoppers 13 and older.

Build-A-Bear Workshop's "Pay Your Age Day" event generated an overwhelming response, resulting in long lines and disappointed shoppers when the experiential retailer had to turn away customers, citing "crowds and safety concerns."

At first, Maxine had a difficult time convincing people that, unlike the Beanie Babies of the '90s, her concept was not merely a fad, but one that had incredible staying power. Today, the shopping and entertainment Build-A-Bear Workshop concept has grown to more than 400 stores worldwide.

All of our products are produced from high-quality materials. Our stuffing is made from a high-grade polyester fiber.

In 2022, the United States had more than 3.6 million babies born. In the last decade, north of 40 million babies were born in America. With roughly 18% of people under 15 years of age, and many adults loving a stuffed animal every now and then, Build-A-Bear remains in a good position despite retail challenges.

The retailer is also hoping to continue its targeted efforts to market to the core demographic of three to 12-year-old customers. It hopes to grow sales among these consumers by focusing on categories such as gift-giving and collectibles.

We have plush toys in any color, shape and size you can dream of. Choose your stuffed animal and make your very own plush toy with hundreds of outfits and accessories to choose from. Build-A-Bear® has licensed stuffed animals featuring all your favorite characters and soft toys you will only find here.

ST. LOUIS , March 29, 2023 /PRNewswire/ -- Build-A-Bear Workshop, Inc. (NYSE: BBW) recently reported fiscal 2022 as its most profitable year in the company's history following its previously most profitable year in fiscal 2021.