Build-A-Bear’s comeback is the kind of story conservatives love: a scrappy American company that refused to be written off, rebuilt itself around customers, and turned nostalgia into hard revenue. Once written off by pundits as a mall relic, the company now pulls in nearly half a billion in annual revenue and counts adults as a huge chunk of its buyers — proof that brands built on real experiences still matter.
The leadership under CEO Sharon Price John did what big government and failed corporate strategists rarely do: they adapted. By leaning into licensed collaborations with franchises like Pokémon, Harry Potter and Disney, and by deliberately courting “kidults,” Build-A-Bear tapped a powerful nostalgia market and expanded beyond the birthday-party crowd into a year-round business.
Those smart decisions show up in the numbers: recent quarters have been among the best in the company’s history, with steadily rising revenues and record profits that stunned analysts who expected the mall model to die. Investors rewarded discipline and execution, not handouts or bailouts, and Build-A-Bear’s stock and earnings tell a simple story — Americans will spend on experiences they value.
But the company’s success didn’t come without headwinds. Tariffs and trade meddling have put real costs on the shelves, with steep import taxes from countries the company sources from increasing expenses and forcing difficult choices about pricing and inventory. This is another reminder that Washington’s heavy hand can hurt Main Street — even a thriving brand that figured out how to innovate.
What makes the turnaround instructive for other businesses is how Build-A-Bear doubled down on what government can’t build: authentic customer moments, clever branding, and flexible sourcing. The company prepared for higher costs, built inventory intelligently, and kept its stores as places people want to visit — not just places to make transactions. That sort of gritty, entrepreneurial problem-solving is the engine of growth America needs.
Patriotic Americans should take note: government shouldn’t be the one deciding which businesses live or die. Entrepreneurs like Sharon Price John proved you can revive a struggling brand if you let market signals guide you, not bureaucratic tariffs and regulations. If policymakers want more Build-A-Bear stories, they should stop punishing trade and risk-taking and start unleashing the private sector that actually creates jobs and joy.
