Build-A-Bear Workshop Store At Mall of America

(Adam Bettcher/Getty Images)

Build-A-Bear stitches up its fourth straight year of record sales as fans cash in on cuddly creatures

The DIY toy biz plans to open at least 50 new locations this year.

3/13/25 4:17PM

Build-A-Bear shares surged as much as 11% on Thursday before paring back gains after the DIY stuffed-toy company topped Q4 expectations, delivering its fourth consecutive year of record revenue.

Build-A-Bear net earnings per share for the quarter hit $1.62, beating FactSet estimates of $1.51. Revenue inched up to $150.4 million, topping Wall Street’s forecast of $147.7 million. Excluding an extra week of operations, revenue climbed 5.7%, while net income landed at $21.7 million — also above expectations. Annual revenue came in at a record-breaking $496 million.

Build-A-Bear isn’t just for kids anymore. The brand has expanded beyond its younger audience, luring millennials and Gen Z with collaborations ranging from Swarovski to Harry Potter — not to mention its 18-plus After Dark collection. Today, about 40% of its customers are teens and adults. The company is also in expansion mode. Last year, it added 64 net new retail units and grew its footprint to over 25 countries.

This year, Build-A-Bear plans to open at least 50 new experience-based locations globally. Despite an expected $10 million hit from tariffs, the company is still aiming for a fifth consecutive year of record revenue. The stock is up 41% over the past year.

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