Build-A-Bear Workshop, Inc (NYSE: BBW) shares were up after the company announced that it plans to add a Baby Yoda plush to its toy shelves.
Overall, CEO Sharon Price John shares optimism in the company's position and outlook ahead.
"We are pleased to have seen a positive shift in sales trend as the fourth quarter progressed leading into the peak holiday period and sales have continued to grow post-holiday with stronger gift card redemption levels and positive consumer response to our newest merchandise offerings leading us to increase our guidance for the year," John said in a statement.
The company has $334-$338 million in expected revenue for the 2019 fiscal year, following a 2018 year of over $336.6 million in total revenue.
What's contributed to Build-A-Bear's numbers? According to John, significant partnerships have helped tremendously, such as those with Walt Disney Co (NYSE: DIS), Lucasfilm (owned by Disney), and Warner Bros., the subsidiary of WarnerMedia owned by AT&T Inc. (NYSE: T).
Another contributing factor that has worked well in the company's favor is the expansion of its customer base. Adults, teens, and tweens now represent about half of all Build-A-Bear's anticipated customers, whereas in the past children were the primary audience.
Baby Yoda could attract a variety of those customers to Build-A-Bear considering becoming quite the internet sensation, even trending higher than Democratic presidential nominees Deval Patrick and Michael Bloomberg. Although Baby Yoda doesn't outrank Joe Biden, Bernie Sanders, or Elizabeth Warren, the search figure is still impressive.
Actually the character The Child from the Disney+ show "The Mandalorian," and despite his commonly-referred-to name on the internet, Baby Yoda isn't a baby version of Yoda, according to Disney CEO Bob Iger.
Who is Baby Yoda, then? Beyond what's been made available through the show so far, creator Jon Favreau said that fans will have to stay tuned to find out more about The Child.
The addition of the popular Baby Yoda plush could work out well for Build-A-Bear, whose shares have fallen more than 15% over the past year.
CEO Sharon Price John said that Build-A-Bear will make Baby Yoda available in a few months.