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They are at time.com/newsletters and are separate from a paid subscription. ## Video: Build-a-Bear Executive Spotlight [Watch (HLS stream): Build-a-Bear Executive Spotlight](https://cdn.jwplayer.com/manifests/J3FtOyyw.m3u8) (5:52)  _Published 2024-05-16. Build-a-Bear Executive Spotlight_ Build-A-Bear workshop has been capturing the hearts of millions since it opened its doors over 25 years ago. With a focus on building memories and spreading love, the company has been synonymous with childhood wonder, creativity, and imagination. Against the backdrop of a global pandemic, Build-A-Bear Workshop CEO, Sharon Price John, shares insights into how they not only weathered the storm but emerged stronger than ever, marking a new chapter in its iconic history. John has led the St. Louis-based company for 10 years and credits the team and the Build-A-Bear brand for the company having the most successful three years in its history. “The interesting thing about going through tough times, or even the turnaround, is that you have to build a lot of strategic trust with your team,” John said. “And it was that strategic trust that allowed us to pivot quickly and make difficult decisions in an organization that's generally very collaborative.” During the early days of COVID-19, Build-A-Bear closed all of its retail stores within one to two days, furloughed 90% of its employees, and saw its stock price reach $1\. The change allowed the company to pivot to an “online-driven business,” John told TIME CEO Jessica Sibley. “With 2021 being the most profitable year in the history of the company, it's a much easier argument to make to your organization that we can continue to drive success,” John said. This shift towards digital commerce not only revitalized Build-A-Bear's revenue streams but also diversified its consumer base. With over 40% of online sales attributed to teens and adults, the company's reach extends far beyond its traditional demographic. “We recognized our opportunity to participate in the digital economy would likely come from a different type of audience,” John said. This shift not only signifies the brand’s adaptability in the face of changing consumer trends, but also underscores its ability to foster nostalgia and connection across generations. With Build-A-Bear expanding its digital paw print, it is proving to transcend age boundaries, continuing to inspire joy for everyone. In tandem with its efforts to engage a broader audience, Build-A-Bear recently launched “The Stuff You Love” to encourage customers to explore new ways to personalize their stuffed animals for any occasion. With a renewed focus on authenticity and self-expression, the brand campaign invites customers to innovate and evolve with the brand, embodying its enduring spirit. John echoes this sentiment. For her, life is all about being able to endure. When reflecting on all her success, she tells Sibley that failing helped her learn what she was capable of so that she could get to where she is today. “It’s the process of failing, learning, and getting up again,” said John. “The minute you push beyond that failure and you learn is the minute you start to unleash your power.”  [Find Out More](https://www.buildabear.com/) ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/"},"headline":"Build-A-Bear Workshop CEO Talks Adaptability to Drive Business","datePublished":"2026-07-20T09:47:14.203Z","dateModified":"2026-07-20T09:47:06.795Z","description":"","url":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/","keywords":[],"thumbnailUrl":"","author":[],"articleSection":"Branded Content","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/","name":"Build-A-Bear Workshop CEO Talks Adaptability to Drive Business"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"Build-a-Bear Executive Spotlight","description":"Build-a-Bear Executive Spotlight","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/J3FtOyyw/poster.jpg?width=720","uploadDate":"2024-05-16T16:12:29.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/J3FtOyyw.m3u8","embedUrl":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/","duration":"PT5M52S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/branded-content/build-a-bear/build-a-bear-workshop-ceo-talks-adaptability-to-drive-business/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```