In a heavily digitized world, Price John knows the importance of reconnecting with true play. In addition to a decade running Build-A-Bear, she is chairperson of the Toy Association and supports initiatives such as The Genius of Play, which helps parents promote creative recreation. One thing that Price John doesn’t play around with, however, is results: In 2025, Build-A-Bear hit an all-time fiscal high in revenue and now has a presence in 32 countries.
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What has been your/your company’s most significant success over the past 12 months? Over the past 12 months, Build-A-Bear Workshop’s most significant success has been achieving record-breaking financial performance. In the second quarter of fiscal 2025, we hit an all-time high with $124.2 million in revenue. And at the conclusion of 2024, we officially beat our financial performance for the fourth consecutive record-breaking year, a milestone that reflects the strength of our evolved business model and the continued passion of our team and guests. We also expanded our global footprint to 32 countries with 14 new experience locations and returned $13.1 million to shareholders through quarterly dividends and share repurchases. Altogether, it’s been a milestone year that reflects the strength of our evolved business model and our commitment to long-term growth.
What has you most excited about the future of your company or industry? One of the things that is most exciting about our future is how Build-A-Bear has evolved and is continuing to evolve from so much that than just a store in the mall—it’s an experience that’s deeply woven into people’s lives. It’s part of their traditions, celebrations, and cherished life moments. Whether it’s a child’s first birthday, a graduation, or a special family outing, Build-A-Bear creates lasting memories through personalized, hands-on experiences. As the retail landscape continues to change, I’m proud of how we have expanded beyond physical locations to meet guests wherever they are—online, through content, and in new experiential formats—while continuing to deliver the emotional connection that makes Build-A-Bear so special.
If you could change one thing about your industry, what would it be and why? First, you’d have to agree about what “industry” we are in, for this answer, I’ll say “toys.” It would be to help more people understand the true importance of play. These “simple” things are often underestimated, yet they are foundational to a child’s emotional and cognitive development. As chairperson of the Toy Association, I’m especially proud to support initiatives like The Genius of Play, which emphasize that toys are vital for nurturing creativity, emotional expression, and social interactions. Toys are not just fun—they’re essential to helping children grow into confident, compassionate, and capable individuals. That’s also why, through the Build-A-Bear Foundation, we donate furry friends to children in a variety of circumstances, from those facing medical challenges to those impacted by family hardships or natural disasters. We do this because we understand the deep emotional value these furry friends hold for children.
What’s the toughest business challenge you’ve had to overcome? One of the toughest business challenges I’ve had to overcome was stepping into the CEO role after our founder, Maxine Clark. At the time, the company wasn’t profitable, and we were heavily reliant on being a mall-based retailer. It was a real challenge to get the team to embrace change, especially when that change meant reimagining a beloved brand without losing its heart. We had to pivot strategically, expanding beyond the mall, and even beyond kids, while staying true to the emotional connection and experience that makes Build-A-Bear so special. Leading that transformation required resilience, vision, and a deep belief in the brand’s potential to evolve and thrive.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Embrace change and growth. You can honor the heart of the city while still pushing forward, innovating, and evolving. Lean into the incredible resources here, surround yourself with people who challenge and support you, and stay true to your values. Growth doesn’t mean losing what makes you & St. Louis unique—it means strengthening it for the future. In many ways, it is similar to the lessons we had to learn at Build-A-Bear… We could change without losing the “heart” of the company that was instilled by the founder, Maxine Clark.
MENTORS & PEERS
What is one thing you would change about the St. Louis metro area business environment? One thing I would change about the St. Louis metro area business environment is encouraging us to embrace change and growth. St. Louis has deep roots in tradition, which gives the city its heart and character—but tradition doesn’t have to be at odds with progress. There’s incredible potential here to strengthen the business community by being more open to innovation, collaboration, and new ideas. By fostering a mindset that welcomes evolution while honoring the city’s legacy, we can create a more dynamic, inclusive, and future-ready environment that benefits everyone.
Who in your company (or industry) deserves more recognition for their impact? Maxine Clark, the founder of Build-A-Bear Workshop, was a pioneer in experiential retail, transforming the simple act of buying a toy into a meaningful, hands-on experience that has touched millions of lives. But her impact goes far beyond retail. Maxine is also a passionate philanthropist. Her project, The Delmar DivINe, is a visionary initiative aimed at maximizing the efficiency, effectiveness, and impact of the nonprofit sector in the region. It’s also a catalyst for transforming neighborhoods in North St. Louis City. Through collaboration with local stakeholders, Delmar DivINe is helping redefine the West End neighborhood, replacing decades of neglect with innovation, development, and sustainability. Her work is a powerful example of embracing change and progress in a way for business leaders to drive both economic and social evolution, and she continues to inspire through her commitment to community and purpose-drive leadership.
BACKGROUND
Where were you born? Fayetteville, Tennessee
What educational degrees do you hold, and where were they earned? Bachelor of Science (B.S.) in Communications from the University of Tennessee at Knoxville and a Master of Business Administration (MBA) from Columbia University.
HOBBIES & INTERESTS
What’s your hobby/passion? One of my biggest passions is writing. I had the opportunity to publish my book with Forbes titled Stories & Heart: Unlock the Power of Personal Stories to Create a Life You Love. It was a meaningful project that allowed me to explore the power of storytelling and how it shapes our lives while providing a great forum for self-reflection and personal growth.
What do you do when you’re feeling stuck or uninspired? I turn to movement and mindfulness. I enjoy going for a walk in the Forest Park—it helps clear my mind to reconnect with the present moment. Also, it helps me reset mentally and emotionally, so I can return to my work with renewed focus and creativity. This habit helps to keep me grounded and aligned with my values, especially during challenging or uncertain times. During COVID, St. Louis’s beloved Forest Park became even more meaningful to me, I walked there often and participated in many virtual business meetings from the park. It was a way to stay connected, both to nature and to others, even in a time of isolation.
What would people be surprised to learn about you (fun fact)? I am credited with a U.S. footwear patent, based on a design for a children’s shoe during my time as the president of the Stride Rite Children’s Group.
