Question · Q3 2026
Steve Silver asked about the sales concentration and tail duration for high-profile movie tie-ins like "Wicked," and the strategic rationale and potential lease leverage benefits of opening second Build-A-Bear locations in premier malls such as American Dream and Mall of America.
Answer
CEO Sharon John clarified that "Wicked" was a second-year partnership and not the sole driver of Black Friday success, noting that the sales tail for licensed film products varies widely. Regarding multiple mall locations, she explained that Build-A-Bear's destination-driven traffic and pioneering role in experiential retail are significant assets, contributing to mall foot traffic and providing leverage in discussions with partners, enabling the expansion into second locations at major retail destinations.
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