A detail of the Kansas City Chiefs mascot in a Build-A-Bear store located within the NFL Experience fan festival ahead of Super Bowl LIX on February 7, 2025 in New Orleans, Louisiana. Jamie Squire/Getty Images New York —

Build-A-Bear Workshop, the nearly 30-year-old toy brand, is having a breakout moment, eclipsing some of Wall Street’s biggest winners by targeting customers across a broad age range.

The toy company’s revenue grew 11% in the second quarter to a record $124.2 million, and it even raised full-year guidance – all while mitigating the cost of tariffs. That’s a stark contrast to years of unprofitability before 2012.

Investors have taken notice. In the last year alone, Build-A-Bear’s stock is up 76%. In the last five years, the toy company’s share price ( BBW ) has r

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