Sharon Price John, Build-A-Bear’s CEO of 11 years and an alum of Mattel and Hasbro, outlined her strategy with me during an onstage interview at the retail conference Shoptalk Fall last week.

Build-A-Bear has built up its business in part by reaching more teens and adults, who now make up 40% of its customers. Like a Barbie doll, its plushies feature collaborations and trends from Pokémon and Mothman to Harry Potter and the new Wicked movie; some of those pull double duty to woo nostalgia-inspired adult shoppers who now bring their kids to celebrate major moments like a soccer win or successful report card. Build-A-Bear also intentionally targeted adults with adults-only Valentine’s Day collections, including a “zaddy” plushie. “It’s an adult-to-adult gift,” Price John says. “That equity we’ve accumulated over almost three decades allows us to go in so many directions now because those kids have grown up and they still love Build-A-Bear.”

Courtesy Shoptalk

For Build-A-Bear’s traditional customer—kids—the chain called an inventor of experiential retail is now seen by many kids and parents as a welcome respite from screentime. “It’s usually, ‘Hey, Mom, we want to go to Build-A-Bear.’ It doesn’t take a lot of nagging,” CEO Sharon Price John says of parents’ willingness to take their kids to create a new “furry friend,” which can range from about $19 to $98 for giant stuffed animals. And while Gen Alpha may be known for growing up fast—see: Sephora tweens—stuffed animals still hold appeal, especially special collaborations that come with “social currency” and are fun to share on TikTok and Instagram.

Those strategies have coalesced to allow Build-A-Bear to find a new level of success. (And with success comes competition: The retailer faces a lawsuit from plush toys competitor Squishmallows.) The company’s stock is up 14% this year and recently hit a record high; it had $486.1 million in 2023 revenue. All of its 525 physical stores are now profitable, up from 80% about a decade ago, and they have an 85% “capture rate” of customers’ information after they enter the store—a stat that wows the retail world and that Price John credits to the brand’s warm-and-fuzzy feeling. “It’s easy to capture the data when you had a fabulous time—you just built a furry friend for life,” Price John says. “It’s a much more dynamic relationship that you’re creating.”

The company is unique in the retail world in that the holiday season isn’t an especially big time for its stores—turns out families are more likely to visit the chain for birthdays.

Emma Hinchliffe
emma.hinchliffe@fortune.com

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ALSO IN THE HEADLINES

- BFFs. Disney Entertainment co-chair Dana Walden is close friends with Kamala Harris—a friendship that has attracted some GOP scrutiny given Disney’s ownership of ABC News (though Walden is not involved in editorial decisions). This story outlines their decades-long friendship, including something else they now have in common: “succession dramas” that were “complicated by older bosses reluctant to leave the stage.” Wall Street Journal

- On the trail. As early voting begins and Election Day draws nearer, the Kamala Harris campaign turned to one of their most popular surrogates: Michelle Obama. In her first appearance on the campaign trail, Obama called on men to support the women in their lives and told them that a vote for Donald Trump is “is a vote against us.” CNN

- Speeding up. Waymo, with co-CEO Tekedra Mawakana, raised $5.6 billion in a Series C funding round led by Alphabet, the self-driving vehicle venture’s parent company. Mawakana and co-CEO Dmitri Dolgov shared that this investment will fund the company’s expansion and technological advancements. Waymo has raised $11.1 billion in total funding. CNBC

- Blocked the ban. An Ohio judge struck down the state’s six-week abortion ban, saying that last year’s voter referendum to protect access to abortion in the state's constitution made the “heartbeat law” unconstitutional. Ohio’s restrictive abortion law was signed into place in 2019, blocked, put into effect after Roe v. Wade was overturned, and then blocked again in 2022. Washington Post

MOVERS AND SHAKERS

Kraft Heinz appointed Angel Shelton Willis as executive vice president, global general counsel, and corporate affairs officer. She is currently VP, general counsel and secretary at Sealed Air Corporation.

Southern Company Gas named Myra Bierria senior vice president and chief administrative officer. Currently, she is vice president and corporate secretary for Southern Company.

Tracer, a marketing analytics data platform, appointed Sarah Martinez as chief commercial officer. Most recently, she was global chief revenue officer at Integral Ad Science.

X Machina Capital Strategies, an investment management firm in the energy sector, named Rosemarie Cicalese managing director and head of investor relations. Most recently, Cicalese served as director of investor relations at Juniper Capital.

ON MY RADAR

Can the Row keep its cool? New York Times

8 out of 10 women change their name after marriage—they might not realize the impact it has on their careers, work relationships, and job prospects Fortune

The sisters behind ‘Nobody Wants This’ are in high demand New York Times

PARTING WORDS

“I say it to my girls all the time: They’re the first generation in our family to grow up with real choice about what they want to do for their career, and who they want to marry—they have that.”

— Bela Bajaria, chief content officer at Netflix, on her daughters having more opportunities than her great-grandmothers