Build-A-Bear and Mattel Creations will release products inspired by Elphaba and Glinda in Wicked: For Good on Oct. 29.

Build-A-Bear Workshop, the nearly 30-year-old toy brand, is having a breakout moment, eclipsing some of Wall Street’s biggest winners by targeting customers across a broad age range.

NEW YORK (AP) — 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 Build-A-Bear Workshop are ...