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Tariffs and years of teetering mall traffic have roiled much of the toy industry. But Build-A-Bear investors are continuing to reap sizeable gains. Shares of the toy retailer, which specializes in plush animals that consumers can make in stores, are up more than 60% since the start of 2025. And the company’s profits have soared to record after record in recent quarters. St. Louis-based Build-A-Bear is not immune to U.S. President Donald Trump’s steep tariffs — with the retailer pointing to costs from import taxes on its goods sourced from China and Vietnam, in particular. But the company says it made efforts to reduce this exposure — and anticipates strong consumer demand to boost profits for rest of the year.