NEW YORK (AP) — Tariffs and years of teetering mall traffic have roiled much of the toy industry. But Build-A-Bear investors are continuing to reap sizeable gains.

Shares of Build-A-Bear Workshop are up more than 60% since the start of 2025, trading at just under $72 apiece as of Tuesday afternoon. That compares to just 13% for the S&P 500 since the start of the year, and marks dramatic growth from five years ago, when the St. Louis-based retailer's stock sat under $3.

The toy industry overall has been "reasonably soft" in recent years, notes Neil Saunders , managing director of GlobalData — but certain categories, including craft-oriented products, have done very well following the height of the COVID-19 pandemic. And that's key to Build-A-Bear's core business model: welcoming consume

See Full Page