Build-A-Bear Is Having Nvidia-Like Run Thanks in Part to Adults

Sharon Price John is going around the room introducing me to stuffed animals. First is Bluey, then Pompompurin—one of “Hello Kitty’s best friends,” she explains. There’s a capybara she nicknames “Mr. Chill,” and holding court at the head of the table is Oogie Boogie, the adorably terrifying antagonist from The Nightmare Before Christmas.

Price John and I have just sought refuge from the plushie explosion that is Build-A-Bear Workshop by darting into the retailer’s adjoining recording studio, though—and I should have known—the toys spill into this space too. They’re wearing headphones and sitting at consoles, placeholders for the human ...