Build-A-Bear posts record revenue of $529.8M in fiscal 2025
Build-A-Bear Workshop has reported its strongest year ever. The company posted total revenues of $529.8 million for fiscal year 2025, surpassing the previous year's $496.4 million and setting a new record.
The numbers
Fourth-quarter revenue hit $154.5 million, another quarterly record, up from $150.4 million in the same period last year. Pre-tax income for Q4 was $21.5 million, down from $27.5 million — a decline the company attributes to approximately $6 million in tariff and related cost impacts.
The board also declared a quarterly cash dividend of $0.23 per share, up from $0.22, signalling confidence in continued profitability.
Why this matters
Build-A-Bear's results confirm a broader trend in the plush market: experiential retail works. While many traditional toy retailers struggle with e-commerce competition, Build-A-Bear's in-store customisation model creates an experience that can't be replicated online. The "make your own" process generates emotional attachment that drives both initial purchases and repeat visits.
The tariff impact is worth watching. With the majority of plush manufacturing based in China, escalating tariff costs are pressuring margins across the industry. Build-A-Bear absorbed approximately $6 million in tariff-related costs in Q4 alone. Smaller brands without Build-A-Bear's scale will feel this pressure more acutely.
Leadership transition
The company also announced a planned leadership succession. Long-time President and CEO Sharon Price John is transitioning as part of a multi-year planned process. The orderly nature of the transition suggests stability, but the incoming leadership will face significant decisions around tariff strategy, international expansion, and the continued evolution of the brand toward adult consumers.
Build-A-Bear trades on the NYSE under the ticker BBW.
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