Build-A-Bear: Maxine Clark. A Former Shoe Executive Launches a Stuffed Animal Empire

In this episode of How I Built This, Guy Raz interviews Maxine Clark, founder of Build-A-Bear Workshop. Clark recounts her journey beginning in the early 1990s when she became president of Payless Shoes and recognized the need to leave for a new venture. Inspired by a fruitless search for Beanie Babies, she conceptualized a store where kids could build their own stuffed animals. Despite being met with skepticism, the first Build-A-Bear opened in St. Louis in 1997 and quickly gained popularity, expanding into hundreds of stores across the U.S. within a few years and achieving significant sales.

Clark reflects on her upbringing, career path, and the challenges of establishing a unique retail experience in an era where technology and shopping habits were rapidly changing. She navigated financial downturns, oversaw the company's IPO, and eventually transitioned leadership to Sharon Price-John. Throughout her story, Clark emphasizes adaptability, the importance of customer engagement, and a commitment to creating lasting memories for children and families through personalized experiences. She also discusses her current focus on investing in women-led businesses and supporting local initiatives in St. Louis.