How Build-A-Bear went from a penny stock to a retail winner

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Build-A-Bear Workshop

wasn’t always a retail winner.

The toy store, known for its interactive experience of building and accessorizing stuffed animals, has gone through a significant turnaround since CEO Sharon Price John took the helm of the company over a decade ago.

“When I first came in 2013, that assessment of the brand was strong,” she told CNBC. “We don’t have a broken brand, we have a broken business, and when you started doing interviews, you really understood how much this brand meant to people.”