In this episode of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Chris Hurt, president and CEO of Build-A-Bear Workshop, a beloved multigenerational brand focused on its mission to "add a little more heart to life," known for its stuffed animals. Hurt discusses his career start at Polo Ralph Lauren and American Eagle Outfitters, and the untapped potential at Build-A-Bear that eventually drew him there (1:17). He goes onto discuss the legacy of the company's 30-year history and how he carries this responsibility in his role as CEO (4:00). Hurt delves into Build-A-Bear Workshop's strategies to stay fresh and exciting amongst its target audience while keeping true to the brand's spirit, including its new store pilot in Orlando, Florida (5:45).

In addition, Hurt gives insights into the decisions that brought Build-A-Bear Workshop back into the limelight as a popular brand (8:35) and how the business is broadening its audience to include teens and adults (11:20). He shares his thoughts on the evolution of the brand's store model (13:45) and its entertainment licensing partnerships (15:35). Lastly, Hurt discusses how he handles the ever-changing business landscape as a leader and how Build-A-Bear Workshop stays agile to navigate uncertainty (17:35).

J. Christopher “Chris” Hurt is the president and CEO of Build-A-Bear Workshop. He assumed this role in June 2026 after 11 years serving as chief operations officer, and more recently, chief operations and experience officer. Prior to joining Build-A-Bear Workshop, Hurt was at American Eagle Outfitters, Inc. from 2002 to April 2015 in various senior leadership roles of increasing responsibility, including senior vice president, North America and vice president/general manager— Factory, Canada, Mexico Retail from 2011 to April 2015, and east zone vice president and regional director from 2002 to 2011.

Before joining American Eagle Outfitters, Hurt held positions of increasing responsibility at companies including Polo Ralph Lauren and The Procter & Gamble Company. Hurt earned a Bachelor of Arts in Communications from the University of Missouri and serves on the University of Missouri Alumni Association Board of Directors.