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For 26-year-old Cammie Craycroft's friends, the perfect birthday activity this summer was a group trip to Build-A-Bear Workshop .

Craycroft said she and her friends grew up going to the retailer, which is known for its experiential shopping product where customers can choose their stuffed animal and then pick its outfits, accessories and more.

"Build-A-Bear means a lot to me. I had so many birthday parties at Build-A-Bear," Craycroft told CNBC. "It really is a nostalgic place, and I have so many happy memories there."

The company has recently been targeting adults like Craycroft as it diversifies its portfolio and leans into the nostalgia of the brand. Despite macroeconomic headwinds, the company posted r

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