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Build-A-Bear is up 95% this year because it built-a-biz selling toys to adults

The teddy-bear maker is now the most profitable it’s ever been.

12/6/24 12:26PM

Build-A-Bear Workshop silently rose from the pandemic as a profit-making machine.

Maybe its because I don’t have many children or “Disney adult” types in my life, but I hadn’t thought about Build-A-Bear in a long time. If you would’ve asked me to guess, I’d have bet the company wasn’t doing so hot, considering people don’t go to malls as much as they used to. Also, I’ve noticed Squishmallows grow in popularity while not really hearing people talk about the customizable Build-A-Bear.

I would’ve been wrong: Build-A-Bear is actually more profitable than ever. Its stock is up 95% this year and about 1,388% in the past five years.

Like many other toy companies, there came a time when Build-A-Bear noticed that adults are more lucrative to market to because... well, they actually have jobs and money. Now, about 40% of its end users are teens and adults.

It’s also diversified from its classic method of choosing a limp teddy bear carcass, filling it with fluff and a stitched heart, then buying it clothes and accessories. They’ve been pushing more collectibles, like a $2,000 bear covered in Swarovski crystals.

That switch turned the company around from bleeding money from 2019 to 2021 to reporting upward of $40 million in profit each year since.

But Build-A-Bear might be flying too close to a fluffy, cuddly sun.

This year the company introduced a line of “Skoosherz,” which are round, plushy stuffed animals. They were promptly sued by Squishmallows, a Berkshire Hathaway-owned company that makes similar products. Squishmallows made $1 billion in sales in 2023. (Build-A-Bear also recently got hit with a class-action over allegedly fake discount prices.)

Build-A-Bear has been able to swell its profits without much expansion to brick-and-mortar stores and a focus on online sales. It currently has 433 stores, compared its peak of 470 locations in 2017, and it was making a fraction of the profits it’s making now.

But the company said in its most recent earnings call on Thursday that it’s noticing some softness in online sales, which tend to be from those adults and teens that it owes that massive profit growth to. Brick-and-mortar sales are more often for children. It also manufactures most of its products in China, so with the reelection of Donald Trump, the threat of tariffs on its inventory is hanging over it.

This might be part of the reason investors seem a bit spooked today, sending the price down 8%.

Tom Jones6/24/26

Prime Day is here again and Amazon’s subscription service has never been more popular

Well, it’s that time of year again: many have made their wish lists, people are scraping together the money they’ve saved to pick out a perfect gift, some are presumably leaving out refreshments for the weary delivery drivers and, more and more, drones.

It’s Amazon Prime Day — meaning that it’s the second day of the four-day promotional event that Amazon still calls Prime Day — of course, and it’s even come early this year, with the company bringing the period into late June from July, when it’s been traditionally held for the last five years.

The Prime Age

Alongside the eyes and endless clicks that the arbitrary stream of listicles on “The Best Prime Day Deals” that almost every media outlet pours into, Amazon will also be cheering the fact that there’s now more Prime users than ever before to devour the retailer and its sellers’ sometimes-contested “discounts.” Indeed, according to the latest annual estimates from Consumer Intelligence Research Partners (CIRP), there were just over 200 million American shoppers using Amazon’s massive subscription service at the end of 2025.

Max Knoblauch6/15/26

Electronic Arts launches a platform to put more ads in its games

Video game publishing giant EA launched a new platform on Monday designed to make the process of selling immersive ad space in its popular games easier.

The company says the platform, called EA Advertising, allows brands to “integrate directly into gameplay through dynamic, real-time placements, from stadium signage to custom in-game content.”

More so than other studios, EA has incorporated advertising into its most popular titles. As Kotaku points out, the company’s ad efforts stretch as far back as 2006. Several of its sports franchises already feature partnerships with brands like Visa, Lowe’s, Red Bull, and PepsiCo.

In-game advertising hasn’t exactly been embraced by fans, but industry experts expect it to ramp up as companies seek more revenue to offset higher games budgets and surging memory costs. EA rival Take-Two has taken a different approach, with CEO Strauss Zelnick recently saying the company was “not at risk of doing brand partnerships” in the forthcoming “Grand Theft Auto VI,” and that ads in full-price games seems “unfair.”

The $55 billion deal to take EA private, led by Saudi Arabia’s Public Investment Fund, is set to close at the end of this month. Being the largest leveraged buyout in history, EA will likely look for more ways to boost revenue to cover interest payments.

Electronic Arts Makes Push for Ad Dollars Tied to Sports

Millie Giles6/11/26

JM Smucker says it sold $1 billion worth of Uncrustables in FY2026

After years of booming sandwich sales, JM Smucker has finally earned a billion-dollar crust.

On Tuesday, the company reported results for fiscal year 2026, highlighting better-than-expected profits driven by higher prices for coffee and sweet baked goods. However, at another point on the earnings call, CEO Mark Smucker pointed to one particularly jammy figure: in line with previous forecasts, the company sold $1 billion worth of its (almost always) crustless sandwiches, Uncrustables, in the last year alone.

Max Knoblauch6/8/26

Paramount reportedly offers concessions to resolve multistate antitrust investigation

Paramount has reportedly offered up some concessions in an effort to prevent an antitrust lawsuit by California and about 10 other states, according to Bloomberg reporting on Monday.

Reuters first reported on the potential suit from a group of unnamed states last week, which could throw a wrench in Paramount’s plans to buy rival Warner Bros. Discovery in a Hollywood megamerger.

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

Paramount Offers Concessions to Head Off State Antitrust Lawsuit

The list of concessions is unknown, though Bloomberg previously reported that Paramount is open to divesting some of its kids TV assets to appease EU regulators.

Late last month, reports said US regulators appeared likely to approve the $110 billion merger, following a meeting between Paramount CEO David Ellison and DOJ antitrust staffers.

$98B ⛽

Max Knoblauch6/8/26

The IATA released its latest financial outlook for the airline industry over the weekend, forecasting a $98 billion jump in the sector’s collective fuel bill. The world’s largest trade group representing airlines expects the oil spike to halve profits by 49% from last year to $23 billion.

The group also expects profit margins to halve year over year, falling from 2025’s 4.2% to 2%. Still, revenue is expected to climb to $1.17 trillion from $1.07 trillion.

A surge in the cost of jet fuel has rocked US and global airlines this year, leading Delta Air Lines, United Airlines, American Airlines, Southwest Airlines, JetBlue, and others to raise fares and ancillary charges like bag fees. Low-cost carriers, which operate on smaller margins, have been squeezed the hardest, resulting in Spirit’s shutdown.

“It’s a tough year for all airlines, especially those whose balance sheets had not yet recovered from COVID. And, of course, for those operating in the Gulf,” said IATA Director General Willie Walsh, who added that demand is holding up and about half of passengers expect to spend more on travel this year. “That bodes well for a strong northern summer peak season. The big unknown is how long travelers and shippers can tolerate the higher costs of connectivity.”