Founded in 1997 and based in Saint Louis, Missouri, USA, Build-A-Bear is a multi-generational global brand focused on its mission to “add a little more heart to life” appealing to a wide array of consumer groups who enjoy the personal expression in making their own “furry friends” to celebrate and commemorate life moments.

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What makes Build-A-Bear special is that customers aren't just buying a pre-made toy; they are actively involved in every step of the creation process. From selecting the type of plush, choosing its clothing, accessories, and even adding personalised messages, each stuffed friend becomes a reflection of its owner's personality and preferences. It’s this level of customisation which allows Build-A-Bear guests to create a cherished companion. 

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As the brand rose to iconic status over the past 25 years, more than 225 million “furry friends” have been created, each representing a unique memory and a special story. The company’s mission captures the essence of what makes the brand special by creating millions of heartfelt relationships that span generations of kids and adults.

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In 2013, Sharon Price John took the reins as President and CEO following the retirement of founder, Maxine Clark. Her arrival marked a turning point for the company, as she embarked on a mission to revitalise the brand. Before joining the company, Ms. John held prominent positions at some of the most well-known brands in the industry. Her background included leadership roles at companies like Hasbro, Mattel and Stride Rite.

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Ms. John has led Build-A-Bear through the navigation of the mall apocalypse and its unlikely COVID reinvention, and under her leadership the company has been executing a strategic corporate evolution which includes a dynamic digital transformation, an expanded multi-channel business model, the extension of the addressable market and the reimagination of the company’s entertainment division, all aligned with the continuation of its the mission to bring a little more heart to life. By driving this strategy, Build-A-Bear has continued to deliver profitable growth, and record-breaking financial results with the highest profitability in the company’s history.

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Build-A-Bear’s journey through business challenges underscores its resilience and adaptability as a brand. By embracing innovation, nurturing customer relationships, and consistently delivering on its core values of personalization and experiential retail, the company continues to overcome obstacles and provide a unique and cherished experiences for its customers around the world.