What are Mission Vision & Core Values of Build-A-Bear Workshops Company?

The core of the Build-A-Bear mission lies in its emphasis on emotional connection. The company understands that the creation of a stuffed animal is more than just a purchase; it's an experience that fosters joy, comfort, and lasting memories. This emotional aspect is a key differentiator in a competitive retail landscape.

While children and families are the primary target, Build-A-Bear actively caters to a broader audience. Teens and adults now account for approximately 40% of sales, demonstrating the mission's appeal across different age groups. The market scope is global, with the company expanding internationally, having entered 10 new countries in 2024 and planning at least 50 new locations in 2025.

The Build-A-Bear workshop experience is central to fulfilling its mission. The hands-on, personalized creation process, from stuffing to dressing and naming, allows guests to actively participate in the creation of their "furry friends." This interactive element enhances the emotional connection and differentiates Build-A-Bear from traditional retail outlets.

Build-A-Bear actively creates products and experiences that celebrate life's special moments, reinforcing the emotional aspect of the brand. Seasonal offerings, collaborations, and themed events align with various occasions, allowing customers to create personalized gifts and commemorate milestones. This strategy strengthens customer loyalty and brand affinity.

The Build-A-Bear Foundation, which focuses on children's literacy, health, wellness, and disaster relief, directly supports the mission of adding "a little more heart to life." This commitment to charitable giving demonstrates the company's values and reinforces its positive impact on the community. The foundation's initiatives align with the company's broader goals.

The mission is inherently customer-centric, prioritizing the guest experience and the emotional value derived from it. The entire business model is designed to create memorable moments and foster lasting connections. This focus on the customer experience is a key driver of Build-A-Bear's success and brand loyalty. In 2024, the company reported a 7.2% increase in total revenue, demonstrating the effectiveness of its customer-centric approach.

The core of the Build-A-Bear mission is to empower individuals. This is achieved through the creation of personalized furry friends and the interactive experience of building them. This focus on self-expression is a key element of their vision.

The vision extends beyond the sale of products. It highlights the importance of services and experiences. This includes the in-store experience, online customization options, and special events, all contributing to a memorable visit.

The phrase "safe, warm space" is crucial. It signifies a commitment to creating a welcoming environment where guests of all ages feel comfortable and secure. This is particularly important for children and families.

The vision aims to help guests "rediscover — and celebrate — the heart of childhood." This speaks to the emotional connection the brand fosters, appealing to both children and adults who cherish nostalgia and fun.

The vision's inclusive language, "kids of all ages," underscores Build-A-Bear's strategy to appeal to a broad demographic. This includes younger children, teens, and adults, expanding their market reach and brand loyalty.

Build-A-Bear's vision is supported by strategic initiatives. The planned addition of at least 50 new locations in 2025, largely through partner-operated models, demonstrates a commitment to broadening their global retail footprint. This expansion is a direct reflection of their vision to reach more people.

Build-A-Bear has broadened its appeal by targeting the 'kidult' market (customers over 18), which now accounts for a significant portion of sales. The introduction of new product lines, such as Mini Beans, and collaborations with brands like Harry Potter, demonstrates a strategic effort to cater to a wider range of interests and ages.

The omnichannel strategy reflects the company’s commitment to providing a seamless customer experience across all platforms. Build-A-Bear invests in technology to enhance the online experience and integrate it with physical stores, ensuring that customers can engage with the brand in a way that suits their preferences.

The company's financial success is a testament to the effectiveness of its mission-driven strategy. Build-A-Bear has achieved four consecutive years of record growth in revenues and pretax income, demonstrating the positive impact of its strategic initiatives.

In fiscal 2024, revenues increased by 2% (3.6% on a comparable 52-week basis), and pretax income increased by 1.2% (5.1% on a comparable 52-week basis). The company returned $42 million to shareholders in fiscal 2024 through share repurchases and dividends, indicating strong financial health.

Sharon Price John, CEO, has emphasized the strength and growing appeal of the brand, highlighting the progress in evolving the business model. The prioritization of broadening the global retail footprint underscores the company's commitment to its mission and vision.

The Build-A-Bear core values are intrinsically linked to its strategic decisions. The focus on creating engaging experiences and fostering emotional connections is a direct result of the company’s commitment to its mission. The Build-A-Bear workshop model is a prime example of how the company brings its values to life.

Leadership plays a key role in reinforcing the Build-A-Bear mission and vision. CEO Sharon Price John consistently emphasizes the brand's strength and the importance of the guest experience.

The Build-A-Bear mission and values are communicated through various channels. This includes the company website, investor relations materials, and internal communications.

The Build-A-Bear Foundation serves as a tangible demonstration of the company's commitment to adding 'heart to life'. The foundation's literacy programs and charitable giving make the values visible to the public. For instance, in 2023, the Build-A-Bear Foundation donated over $1.2 million to various children's charities.

The company's approach to product development focuses on creating customizable and emotionally resonant products. Customer service protocols are designed to be empathetic and guest-centric, reflecting the value placed on the guest experience. While specific programs are not named, the messaging from leadership and integration of values into store design and charitable giving suggest an embedded approach to implementation.