How ‘Baby Yoda’ Unlocked Build-A-Bear’s New Business Strategy | WSJ The Economics Of

Build-A-Bear is making record profit, nearly 30 years after it was founded. And it’s doing so at a time when toy companies are staring down pressure from tariffs. The CEO says the key is diversifying the experience - and getting adults on board. Collaborations with brands like Pokemon, "Stranger Things," Disney, "Harry Potter" and more have helped the company target teens and adults. WSJ spoke with Build-A-Bear Workshop CEO Sharon Price John to learn how the company has grown beyond its brick-and-mortar stores and finally found success in the “nostalgia economy.” Chapters: 0:00 Build-A-Bear’s success 1:17 The business model 4:29 Expanding to adults 6:52 Accessories and tariff pricing The Economics Of How do the world's most successful companies generate revenue? In this explainer series, we'll dive into the surprising stories behind how businesses work--exploring everything from Costco's "treasure-hunt" model to the economics behind Amazon's AWS. #BuildABear #Business #WSJ