Build-A-Bear
Build-A-Bear Workshop is a global retail-entertainment brand founded in 1997 that lets kids create their own stuffed animals. With hundreds of stores worldwide, the company has sold over 200 million bears and generated billions in revenue.
The Story
Build-A-Bear Workshop was born in 1997 when Maxine Clark, a former Payless ShoeSource executive, opened a single store in St. Louis's Saint Louis Galleria with a radical idea: let kids build their own teddy bear from scratch. Shoppers chose a bear shell, stuffed it themselves, added a voice box and a heart, then named it on a computer-printed birth certificate. The experience cost more than a typical stuffed animal, but parents paid for the memory.
The concept caught fire. By 2002, Build-A-Bear had 100 stores nationwide and went public on the New York Stock Exchange — a rare feat for a toy retailer. Growth wasn't easy: the 2008 financial crisis hit mall traffic hard, and the company posted losses. Clark's response was to double down on the experiential angle, turning stores into birthday-party destinations and adding licensed characters from movies and TV.
Today Build-A-Bear runs hundreds of locations in 19 countries and has sold more than 200 million bears. The company still leans on the core ritual — stuff, dress, name — but has expanded into pyjamas, accessories, and seasonal events like the annual "Pay Your Age" day that breaks the company's servers every time.
Key Facts & Metrics
Products & Services
Bear Care & Adoption Kit
A complete kit with adoption certificate, birth certificate, and plush care guide.
Make-Your-Own Stuffed Animal Experience
Build-A-Bear flagship: create, stuff, and personalize your own stuffed animal with accessories, sounds, and outfits.
Company Timeline
1997 — Founded in St. Louis, Missouri
Maxine Clark founded Build-A-Bear Workshop in St. Louis, Missouri, creating a retail experience where customers build their own stuffed animals.
2002 — Opened 100th store and went public
Build-A-Bear opened its 100th location and began trading on the New York Stock Exchange under ticker BBW.
2006 — Maxine Clark inducted into Global Business Hall of Fame
Founder Maxine Clark was inducted into the Global Business Hall of Fame for her entrepreneurial achievements.
2013 — Maxine Clark stepped down as CEO
Maxine Clark transitioned from CEO to chairman as Build-A-Bear entered a new leadership phase.
2024 — 525 stores operating worldwide
Build-A-Bear operated 525 stores across 19 countries, maintaining its position as a leading experiential retail brand.
