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Fortune

Emma Hinchliffe, Nina Ajemian

How Build-A-Bear's stock reached a record high

BuildABear Sharon Price John

businesswoman speaking onstage (Credit: Courtesy Shoptalk)

Good morning! Michelle Obama makes a plea to voters, Waymo raises new funding, and Build-A-Bear taps millennial nostalgia and parents looking for less screentime to reach new business highs. Enjoy your Monday!

- Beary good. Have you been into a Build-A-Bear store or on the brand's website recently? The 27-year-old retailer of customizable stuffed animals has quietly become an industry success story through a strategy that combines its classic kids' activity with millennial nostalgia and pop culture trends.

Sharon Price John, Build-A-Bear's CEO of 11 years and an alum of Mattel and Hasbro, outlined her strategy with me during an onstage interview at the retail conference Shoptalk Fall last week.

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