"We don't think of ourselves as a toy company," said Maxine Clark, founder and chief executive of St. Louis-based Build-A-Bear. "We sell an experience."
In addition to traditional stores, Build-A-Bear has a mobile store in an 18-wheeler that is driven around the country to public gatherings such as state fairs and sporting events.
The workshop is not for bears only. Customers also can build rabbits, frogs and Elmo, the "Sesame Street" character.