#266: NY Toy Fair 2025 Exclusive Interview with Sharon Price John

Making It in The Toy Industry | Start A Toy Business

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19d ago 44:18

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“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?

In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart.

Sharon walked me through her approach to brand transformation, from how she finds hidden profit in the smallest details to how she leads with data, with a focus on building resilience even through the toughest times. Sharon is a master of reframing for a positive mindset. When the pandemic hit, she renamed her daily team meetings from “COVID calls” to “success calls.” And that mindset shift worked wonders. 2021 became Build-A-Bear’s most profitable year ever.

If you’re sitting on a brand that you know has potential but you’ve been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.

Listen For These Important Moments:

[04:06] - What do you do when a business is failing, but the brand still has magic? Sharon shares how she approached one of the biggest challenges of her career.
[08:04] - Could saving a few pennies really turn a business around? This moment will make you rethink how you look at every product detail.
[18:50] - In the middle of a crisis, Sharon made one simple change that completely shifted her team’s mindset—and it led to record-breaking results.
[24:58] - “There are no tired brands, just tired marketers.”— This one quote changed how I see branding forever. If your business feels stuck, this is the wake-up call you need.
[38:41] - Think success means climbing a ladder step by step? Sharon has a different take that might just change your entire career outlook.

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