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

- Show: [How I Built This](https://hardwarepodcasts.com/podcast/how-i-built-this)
- Published: 2026-06-15
- Length: 1h 04m
- Page: https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi

## Summary

Maxine Clark, former president of Payless ShoeSource, explains how she leveraged her retail experience to launch Build-A-Bear, creating a 'Willy Wonka'-style store experience where children stuff and personalize stuffed animals. She details the impromptu inspiration from a child's comment about Beanie Babies, the strategic decision to use existing US factories rather than buying them, and the importance of securing exclusive mall leases to defend against copycats. Clark also discusses navigating the 2008 financial crisis, the company's 2004 IPO, and her deliberate transition to CEO Sharon Price John to ensure the brand's long-term legacy.

## Chapters

- [0:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=6) Introduction: Maxine Clark and the Payless Background
- [5:22](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=322) Early Life: Eleanor Roosevelt and Civil Rights
- [9:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=548) The Impromptu Interview That Changed Maxine’s Career
- [18:08](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=1088) The Beanie Baby Disappointment That Sparked Build-A-Bear
- [24:01](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=1441) Designing the First Store: 'Make it Like Willy Wonka'
- [37:06](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=2226) Opening Day — and a Line Out the Door
- [39:15](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=2355) Defending the Brand Against Copycats and Lawsuits
- [45:52](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=2752) Scaling to Hundreds of Stores and Going Public
- [58:18](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi#t=3498) Letting Go: Stepping Down as CEO and Building a Legacy

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Leadership, teams & culture](https://hardwarepodcasts.com/topic/leadership-and-culture)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Scaling production](https://hardwarepodcasts.com/topic/scaling-production)

## Most relevant to

founders before launch, early-stage companies, companies scaling up, established companies

## Mentioned

- Payless ShoeSource (company)
- May Department Stores (company)
- Heck Company (company)
- Build-A-Bear (product)
- Beanie Babies (product)
- Willy Wonka (other)
- Hamley's (company)
- Stride Rite (company)
- Hasbro (company)

## Related episodes from other shows

- [Founder Feature: Zoe Levin of Bim Bam Boo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-03-21-founder-feature-zoe-levin-of-bim-bam-boo) (The Startup CPG Podcast)
- [Founder Feature: Maxi Heidenblut of Häppy Candy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-04-04-founder-feature-maxi-heidenblut-of-happy-candy) (The Startup CPG Podcast)
- [Founder Feature: Becca Wright of Piedmont Pennies](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-01-17-founder-feature-becca-wright-of-piedmont-pennies) (The Startup CPG Podcast)
- [013: From Kitchen to Amazon, Launching All-Natural Cake Mix for Dogs with Kelly Costello of Puppy Cake](https://hardwarepodcasts.com/podcast/product-startup/2016-07-26-013-from-kitchen-to-amazon-launching-all-natural-cake-mix-for-dogs-with-kelly-co) (Product Startup)
- [044: Turning customizable jackets into a multi-million dollar business, Elyse Daniels of Exodus Wear](https://hardwarepodcasts.com/podcast/product-startup/2017-03-14-044-turning-customizable-jackets-into-a-multi-million-dollar-business-elyse-dani) (Product Startup)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/how-i-built-this/2026-06-15-build-a-bear-maxine-clark-a-former-shoe-executive-launches-a-stuffed-animal-empi. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to How I Built This.