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A wish on a tiny plush heart became the spark for one of retail’s most unexpected transformations. In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop, traces how a brand once seen as “mall-bound” reframed its identity around purpose, turned a tactile ritual into a global IP engine, and built the habits to weather everything from the retail apocalypse to a full pandemic shutdown. The throughline is simple: strategy only works when people believe in it, and belief is earned with clarity, courage, and a mission that travels.

Sharon shares the pivotal meeting where she laid out an honest trajectory—eight years of contraction and a road to bankruptcy—then invited the team to choose: get on the bus or step off, but no backseat driving. That moment unlocked a new model: Build-A-Bear as a brand-led, experience-rich company with vertical retail, e-commerce, entertainment, and licensing as coordinated streams. We unpack how the “heart ceremony” evolved into stories like Glisten and the Merry Mission, why fans return year after year, and how meaning—not margins alone—guided expansion without losing soul.

The conversation also goes inward. Drawing from her book Stories and Heart, Sharon makes a case for rewriting the narratives leaders tell themselves: dismantling perfectionism, flipping negative self-talk, and using setbacks as fuel. The lens widens to the toy industry at large—its role in learning, empathy, and early systems thinking—and the real-world headwinds of tariffs, tight margins, and global interdependence. From $1 a share during COVID to consecutive record years, this episode is a field guide to resilient, purpose-first leadership that audiences can feel.