Indicate by check mark whether the registrant: (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. Yes x No ¨

Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files). Yes ¨ No ¨

Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer or a smaller reporting company. See the definitions of “large accelerated filer,” “accelerated filer” and “smaller reporting company” in Rule 12b-2 of the Exchange Act. (Check one):

Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). Yes ¨ No x

As of August ~~7, 2009,~~6, 2010, there were ~~20,344,708~~20,142,176 issued and outstanding shares of the registrant’s common stock.


		July 4, 2009			January 3, 2009				July 3, 2010			January 2, 2010
ASSETS	ASSETS							ASSETS
Current assets:
Cash and cash equivalents		$	30,712		$	47,000			$	31,168		$	60,399
Inventories			47,766			50,586				57,115			44,384
Receivables			4,762			8,288				3,513			5,337
Prepaid expenses and other current assets			19,489			16,151				17,370			19,329
Deferred tax assets			4,108			3,839				7,231			6,306

Total current assets			106,837			125,864				116,397			135,755
Property and equipment, net			112,834			123,193
Property and equipment, net of accumulated depreciation of $155,494 and $144,413, respectively										92,634			101,044
Goodwill			34,188			30,480				31,742			33,780
Other intangible assets, net			3,940			3,903				2,813			3,601
Investment in affiliate			7,554			7,721
Other assets, net			9,285			8,991				10,740			10,093

Total Assets		$	274,638		$	300,152			$	254,326		$	284,273


LIABILITIES AND STOCKHOLDERS’ EQUITY
LIABILITIES AND STOCKHOLDERS' EQUITY								LIABILITIES AND STOCKHOLDERS' EQUITY
Current liabilities:
Accounts payable		$	27,035		$	37,547			$	30,341		$	32,822
Accrued expenses			6,500			12,593				6,597			11,185
Gift cards and customer deposits			22,502			29,210				22,891			29,301
Deferred revenue			7,839			7,634				9,131			8,582

Total current liabilities			63,876			86,984				68,960			81,890

Deferred franchise revenue			1,821			2,033				1,792			2,027
Deferred rent			38,360			41,714				31,686			34,760
Other liabilities			1,745			1,696				806			816
Stockholders’ equity:
Preferred stock, par value $0.01, Shares authorized: 15,000,000; No shares issued or outstanding at July 4, 2009 and January 3, 2009			—			—
Common stock, par value $0.01, Shares authorized: 50,000,000; Issued and outstanding: 20,347,490 and 19,478,750 shares, respectively			203			195
Preferred stock, par value $0.01, Shares authorized: 15,000,000; No shares issued or outstanding at July 3, 2010 and January 2, 2010										—			—
Common stock, par value $0.01, Shares authorized: 50,000,000;
Issued and outstanding: 20,272,578 and 20,447,343 shares, respectively										203			204
Additional paid-in capital			77,789			76,852				78,130			80,122
Accumulated other comprehensive loss			(5,627	)		(12,585	)			(11,244	)		(6,336	)
Retained earnings			96,471			103,263				83,993			90,790

Total stockholders’ equity			168,836			167,725				151,082			164,780

Total Liabilities and Stockholders’ Equity		$	274,638		$	300,152			$	254,326		$	284,273


	Thirteen weeks ended						Twenty-six weeks ended						Thirteen weeks ended						Twenty-six weeks ended
	July 4, 2009			June 28, 2008			July 4, 2009			June 28, 2008			July 3, 2010			July 4, 2009			July 3, 2010			July 4, 2009
Revenues:
Net retail sales	$	81,307		$	93,468		$	177,623		$	215,322		$	72,488		$	81,307		$	172,274		$	177,623
Franchise fees		612			824			1,209			2,073			661			612			1,344			1,209
Licensing revenue		485			403			914			1,107			985			915			1,951			1,666

Total revenues		82,404			94,695			179,746			218,502			74,134			82,834			175,569			180,498

Costs and expenses:
Cost of merchandise sold		54,587			59,430			115,639			128,169			50,334			55,017			109,440			116,391
Selling, general and administrative		37,508			42,174			74,427			87,001			36,403			37,508			75,935			74,427
Store preopening		17			622			17			1,175			77			17			88			17
Store closing		230			—			731			—			—			230			—			731
Equity losses from investment in affiliate		533			—			533			—			—			533			—			533
Interest expense (income), net		(23	)		(179	)		(47	)		(639	)		(77	)		(23	)		(108	)		(47	)

Total costs and expenses		92,852			102,047			191,300			215,706			86,737			93,282			185,355			192,052

Income (loss) before income taxes		(10,448	)		(7,352	)		(11,554	)		2,796
Income tax expense (benefit)		(4,479	)		(2,561	)		(4,760	)		1,194
Loss before income taxes														(12,603	)		(10,448	)		(9,786	)		(11,554	)
Income tax benefit														(4,126	)		(4,479	)		(2,987	)		(4,760	)

Net income (loss)	$	(5,969	)	$	(4,791	)	$	(6,794	)	$	1,602
Net loss													$	(8,477	)	$	(5,969	)	$	(6,799	)	$	(6,794	)

Earnings (loss) per common share:
Loss per common share:
Basic	$	(0.32	)	$	(0.25	)	$	(0.36	)	$	0.08		$	(0.45	)	$	(0.32	)	$	(0.36	)	$	(0.36	)

Diluted	$	(0.32	)	$	(0.25	)	$	(0.36	)	$	0.08		$	(0.45	)	$	(0.32	)	$	(0.36	)	$	(0.36	)


Shares used in computing common per share amounts:
Basic		18,871,415			18,935,410			18,827,665			19,546,596			18,866,448			18,871,415			18,920,494			18,827,665
Diluted		18,871,415			18,935,410			18,827,665			19,637,956			18,866,448			18,871,415			18,920,494			18,827,665


	Twenty-six weeks ended						Twenty-six weeks ended
	July 4, 2009			June 28, 2008			July 3, 2010			July 4, 2009
Cash flows from operating activities:
Net income (loss)	$	(6,794	)	$	1,602
Adjustments to reconcile net income to net cash used in operating activities:
Net loss							$	(6,799	)	$	(6,794	)
Adjustments to reconcile net loss to net cash used in operating activities:
Depreciation and amortization		14,089			14,243			13,629			14,089
Stock-based compensation		2,061			1,841			2,458			2,061
Deferred taxes		(948	)		(1,331	)		(1,661	)		(948	)
Impairment of store assets		289			—			306			289
Equity losses from investment in affiliate		533			—			—			533
Loss on disposal of property and equipment		44			74			71			44
Change in assets and liabilities:
Inventories		3,318			1,873			(13,026	)		3,318
Receivables		3,606			883			1,425			3,606
Prepaid expenses and other assets		(2,949	)		(5,221	)		1,179			(2,949	)
Accounts payable		(9,855	)		(19,988	)		(1,308	)		(9,855	)
Accrued expenses and other liabilities		(14,199	)		(14,030	)		(14,111	)		(14,199	)

Net cash used in operating activities		(10,805	)		(20,054	)		(17,837	)		(10,805	)

Cash flows from investing activities:
Purchases of property and equipment		(2,543	)		(13,861	)		(5,997	)		(2,543	)
Purchases of other assets and other intangible assets		(1,170	)		(854	)		(413	)		(1,170	)
Investment in affiliate		(365	)		(2,961	)		—			(365	)

Cash used in investing activities		(4,078	)		(17,676	)		(6,410	)		(4,078	)

Cash flows from financing activities:
Exercise of employee stock options and employee stock purchases		—			97			46			—
Purchases of Company’s common stock		—			(13,418	)		(3,286	)		—

Cash used in financing activities		—			(13,321	)		(3,240	)		—

Effect of exchange rates on cash		(1,405	)		415			(1,744	)		(1,405	)

Net decrease in cash and cash equivalents		(16,288	)		(50,636	)		(29,231	)		(16,288	)
Cash and cash equivalents, beginning of period		47,000			66,261			60,399			47,000

Cash and cash equivalents, end of period	$	30,712		$	15,625		$	31,168		$	30,712

Supplemental disclosure of cash flow information:
Cash paid during the period for:
Income taxes	$	—		$	7,113
Cash received during the period for income taxes, net of income taxes paid							$	2,918		$	233
Noncash Transactions:
Return of common stock in lieu of tax withholdings and option exercises	$	311		$	304
Return of common stock in lieu of tax witholdings							$	704		$	311

The condensed consolidated financial statements included herein are unaudited and have been prepared by Build-A-Bear Workshop, Inc. and its subsidiaries (collectively, the Company) pursuant to the rules and regulations of the U.S. Securities and Exchange Commission (SEC). Certain information and footnote disclosures normally included in financial statements prepared in accordance with U.S. generally accepted accounting principles (GAAP) have been condensed or omitted pursuant to such rules and regulations. The condensed consolidated balance sheet of the Company as of January ~~3, 2009~~2, 2010 was derived from the Company’s audited consolidated balance sheet as of that date. All other condensed consolidated financial statements contained herein are unaudited and reflect all adjustments which are, in the opinion of management, necessary to summarize fairly the financial position of the Company and the results of the Company’s operations and cash flows for the periods presented. All of these adjustments are of a normal recurring nature. All significant intercompany balances and transactions have been eliminated in consolidation. Because of the seasonal nature of the Company’s operations, results of operations of any single reporting period should not be considered as indicative of results for a full year. These condensed consolidated financial statements should be read in conjunction with the Company’s audited consolidated financial statements for the fiscal year ended January ~~3, 2009~~2, 2010 included in the Company’s annual report on Form 10-K filed with the SEC on March ~~19, 2009.~~18, 2010.

Certain revenues within the Licensing and Entertainment segment were previously reported net of the related cost of sales and are now reported on a gross revenue basis. Prior year amounts have been conformed to match the current year’s presentation. The impact for the thirteen and twenty-six weeks ended July 4, 2009 was an increase to both licensing revenue and cost of sales of $0.4 million and $0.8 million, respectively.

Prepaid expenses and other current assets consist of the following (in thousands):

Goodwill is accounted for in accordance with ~~Statement of~~ Financial Accounting Standards ~~(SFAS) No. 141,~~~~Business Combinations~~Board Accounting Standards Codification (ASC) Section 350-20 and is reported as a component of the Company’s retail segment. The following table summarizes the changes in goodwill for the twenty-six weeks ended July ~~4, 2009~~3, 2010 (in thousands):

Goodwill is not subject to amortization and is tested for impairment annually or more frequently if events or changes in circumstances indicate that the asset might be impaired. This testing requires comparison of carrying values to fair values, and when appropriate, the carrying value of impaired assets is reduced to fair value. Goodwill will be tested for impairment no later than January ~~2, 2010.~~1, 2011.

During the 2010 second quarter, the Company reviewed the inputs used to determine the fair value of certain key money deposits, included in other intangible assets and other store deposits, included in other assets, net, through expected undiscounted cash flows over the remaining life of the related assets. Accordingly, the carrying value of the assets was reduced to fair value, calculated as the net present value of estimated future cash flows for each asset group, and asset impairment charges of $0.3 million were recorded in the second quarter of fiscal 2010, which are included in selling, general and administrative expenses as a component of net loss before income taxes in the retail segment. The inputs used to determine the fair value of the assets are Level 3 inputs as defined by ASC section 820-10. In the event that we decide to close any or all of these stores in the future, we may be required to record additional impairment, lease termination charges, severance charges and other charges.

The Company accounts for stock-based compensation in accordance with ~~SFAS 123R,~~~~Share-Based Payment~~.ASC Section 718. The Company uses the straight-line expense attribution method for all stock-based compensation awards with graded vesting.

For the thirteen and twenty-six weeks ended July 3, 2010, selling, general and administrative expenses includes $1.2 million ($0.7 million after tax) and $2.5 million ($1.5 million after tax), respectively, of stock-based compensation expense. For the thirteen and twenty-six weeks ended July 4, 2009, selling, general and administrative expense includes $1.2 million ($0.7 million after tax) and $2.1 million ($~~1.2~~1.3 million after tax), respectively, of stock-based compensation expense. For the thirteen and twenty-six weeks ended June 28, 2008, selling, general and administrative expenses includes $0.9 million ($0.6 million after tax) and $1.8 million ($1.1 million after tax), respectively, of stock-based compensation expense.expense

As of July ~~4, 2009,~~3, 2010, there was ~~$10.3~~$9.3 million of total unrecognized compensation expense related to nonvested restricted stock and option awards which is expected to be recognized over a weighted-average period of ~~1.75~~1.7 years.

InOn April 3, 2000, the Company adopted the ~~Build-A-Bear Workshop, Inc.~~ 2000 Stock Option ~~Plan.~~Plan (the Plan). In 2003, the Company adopted the Build-A-Bear Workshop, Inc. 2002 Stock Incentive ~~Plan, and,~~Plan; in 2004, the Company adopted the Build-A-Bear Workshop, Inc. 2004 Stock Incentive Plan, and in 2009, the Company amended and restated the Build-A-Bear Workshop, Inc. 2004 Stock Incentive Plan (collectively, the Plans).

Under the Plans, as amended, from January 3, 2009, up to 3,230,000 shares of common stock were reserved and may be granted to employees and nonemployees of the Company. The ~~Plans allow~~Plan allows for the grant of incentive stock options, nonqualified stock options, stock appreciation rights (SAR) and restricted stock. Options granted under the ~~Plans~~Plan expire no later than 10 years from the date of the grant. The exercise price of each incentive stock option shall not be less than 100% of the fair value of the stock subject to the option on the date the option is granted. The exercise price of all options shall be the fair market value on the date of the grant. The vesting provision of individual ~~awards~~options is at the discretion of the compensation committee of the ~~Board~~board of ~~Directors (the Committee)~~directors and generally ranges from one to four years.

~~On March 17, 2009, the Board~~ Each share of ~~Directors adopted,~~stock awarded pursuant to an option or subject to ~~stockholder approval at~~ the ~~Company’s annual meeting~~exercised portion of stockholders, certain amendments to the Amended and Restated 2004 Stock Incentive Plan (the Amended Incentive Plan). On May 14, 2009, the stockholders approved the Amended Incentive Plan. The Amended Incentive Plan amendments, among other things: (i) provide thata SAR reduces the number of shares ~~authorized for issuance under~~available by one share. Each share of stock awarded pursuant to any other stock-based awards, including restricted stock grants, reduces the ~~Amended Incentive Plan as of January 3, 2009 would be 3,230,000, subject to certain adjustments; (ii) expressly prohibit the use~~number of shares ~~withheld to satisfy tax withholding obligations for~~

reissuance under the Amended Incentive Plan; (iii) provide a formula for the share reserve ratio of awards under the Amended Incentive Plan, including an increased ratio for certain awards; (iv) expressly prohibit the repricing of awards under the Amended Incentive Plan without the approval of stockholders; (v) revise a portion of the definition of “change in control” to state that a change in control occurs upon the occurrence of a reorganization, merger or consolidation rather than stockholder approval of such transactions; (vi) expressly state that the purchase price of all options shall be fair market value on the date of grant; (vii) limit the term of a stock appreciation right to 10 years; and (viii) provide that the Committee will administer and interpret the Amended Incentive Plan in a manner consistent with the intent to satisfy the requirements of Section 409A of the Internal Revenue Code to avoid any adverse tax results thereunder to a holder of an award.available by 1.27 shares.

The following table is a summary of the balances and activity for the Plans related to stock options for the twenty-six weeks ended July ~~4, 2009:~~3, 2010:


	Number of Shares	Weighted Average Exercise Price		Weighted Average Remaining Contractual Term	Aggregate Intrinsic Value (in thousands)		Number of Shares	Weighted Average Exercise Price		Weighted Average Remaining Contractual Term	Aggregate Intrinsic Value (in thousands)
Outstanding, January 3, 2009	354,772	$	15.98
Outstanding, January 2, 2010							805,347	$	9.51
Granted	475,015		5.05				386,864		6.63
Exercised	—		—				28,484		0.87
Forfeited	12,734		19.30				20,700		9.11

Outstanding, July 4, 2009	817,053	$	9.57	7.3	$	99
Outstanding, July 3, 2010							1,143,027	$	8.76	7.6	$	647

Options Exercisable As Of:
July 4, 2009	344,522	$	15.78	4.1	$	99
July 3, 2010							421,703	$	13.68	4.7	$	178

~~No options were exercised in the twenty-six weeks ended July 4, 2009 or June 28, 2008.~~ The Company generally issues new shares to satisfy option exercises.

The expense recorded related to options during the ~~thirteen and~~ twenty-six weeks ended July ~~4, 2009~~3, 2010 was determined using the Black-Scholes option pricing model and the provisions of Staff Accounting Bulletin (SAB) 107 and 110, which allow the use of a simplified method to estimate the expected term of “plain vanilla” options. The assumptions used in the option pricing model for the ~~thirteen~~twenty-six weeks ended ~~April~~July 3, 2010 were: (a) dividend yield of 0%; (b) volatility of 65%; (c) risk-free interest rates ranging from 3.0% to 3.4%; and (d) an expected life of 6.25 years.

The expense recorded related to options during the twenty-six weeks ended July 4, 2009 was determined using the Black-Scholes option pricing model and the provisions of SAB 107 and 110, which allow the use of a simplified method to estimate the expected term of “plain vanilla” options. The assumptions used in the option pricing model for the twenty-six weeks ended July 4, 2009 were: (a) dividend yield of 0%; (b) volatility of 65%; (c) risk-free interest rates ranging from 2.3% to 2.4%; and (d) an expected life of 6.25 years.

The following table is a summary of the balances and activity for the Plans related to restricted stock granted as compensation to employees and directors for the twenty-six weeks ended July ~~4, 2009:~~3, 2010:


	Number of Shares	Weighted Average Grant Date Fair Value per Award		Number of Shares	Weighted Average Grant Date Fair Value per Award
Outstanding, January 3, 2009	713,756	$	13.82
Outstanding, January 2, 2010				1,450,313	$	7.23
Granted	981,002		5.07	400,196		6.61
Vested	172,884		18.19	282,494		11.69
Canceled or expired	51,052		12.59	45,928		6.94

Outstanding, July 4, 2009	1,470,822	$	7.51
Outstanding, July 3, 2010				1,522,087	$	6.25

The total fair value of shares vested during the twenty-six weeks ended July 3, 2010 and July 4, 2009 was $1.8 million and ~~June 28, 2008 was~~ $0.9 million, ~~and $1.0 million,~~ respectively.

In October 2004, the Company adopted an Associate Stock Purchase Plan (ASPP). Under the ASPP, substantially all full-time employees were given the right to purchase shares of the Company’s common stock, subject to certain limitations, at 85% of the lesser of the fair market value on the purchase date or the beginning of each purchase period, or calendar quarter. The ASPP was terminated, effective December 31, 2008. The employees of the Company purchased 13,880 shares at $6.36 per share through the ASPP during the 2008 second calendar quarter, which ended June 30, 2008. The purchase occurred in the Company’s fiscal 2008 third quarter.

The following table sets forth the computation of basic and diluted earnings per share (in thousands, except share and per share data):


	Thirteen weeks ended						Twenty-six weeks ended					Thirteen weeks ended						Twenty-six weeks ended
	July 4, 2009			June 28, 2008			July 4, 2009			June 28, 2008		July 3, 2010			July 4, 2009			July 3, 2010			July 4, 2009
Net income (loss)	$	(5,969	)	$	(4,791	)	$	(6,794	)	$	1,602
Net loss												$	(8,477	)	$	(5,969	)	$	(6,799	)	$	(6,794	)

Weighted average number of common shares outstanding		18,871,415			18,935,410			18,827,665			19,546,596		18,866,448			18,871,415			18,920,494			18,827,665

Effect of dilutive securities:
Stock options		—			—			—			53,852		—			—			—			—
Restricted stock		—			—			—			37,508		—			—			—			—

Weighted average number of common shares—dilutive		18,871,415			18,935,410			18,827,665			19,637,956		18,866,448			18,871,415			18,920,494			18,827,665

Earnings (loss) per share:
Loss per share:
Basic	$	(0.32	)	$	(0.25	)	$	(0.36	)	$	0.08	$	(0.45	)	$	(0.32	)	$	(0.36	)	$	(0.36	)

Diluted	$	(0.32	)	$	(0.25	)	$	(0.36	)	$	0.08	$	(0.45	)	$	(0.32	)	$	(0.36	)	$	(0.36	)

In calculating diluted loss per share for the thirteen and twenty-six weeks ended July 3, 2010, options to purchase 1,143,027 shares of common stock were outstanding as of the end of the period, but were not included in the computation of diluted loss per share due to their anti-dilutive effect. An additional 1,522,087 shares of restricted common stock were outstanding at the end of the period, but excluded from the calculation of diluted loss per share for the thirteen and twenty-six weeks ended July 3, 2010 due to their anti-dilutive effect.

In calculating diluted loss per share for the thirteen and twenty-six weeks ended July 4, 2009, options to purchase 817,053 shares of common stock were outstanding as of the end of the period, but were not included in the computation of diluted loss per share due to their anti-dilutive effect. An additional 1,470,822 shares of restricted common stock were outstanding at the end of the period, but excluded from the calculation of diluted loss per share for the thirteen and twenty-six weeks ended July 4, 2009 due to their anti-dilutive effect.

In calculating diluted loss per share for the thirteen weeks ended June 28, 2008, options to purchase 369,173 shares of common stock were outstanding as of the end of the period, but were not included in the computation of diluted loss per share due to their anti-dilutive effect. An additional 689,025 shares of restricted common stock were outstanding at the end of the period, but excluded from the calculation of diluted loss per share for the thirteen weeks ended June 28, 2008 due to their anti-dilutive effect. In calculating diluted earnings per share for the twenty-six weeks ended June 28, 2008, options to purchase 173,282 shares of common stock were outstanding as of the end of the period, but were not included in the computation of diluted earnings per share due to their anti-dilutive effect. An additional 237,312 shares of restricted common stock were outstanding at the end of the period, but excluded from the calculation of diluted earnings per share for the thirteen weeks ended June 28, 2008 due to their anti-dilutive effect.

The Company accounts for uncertainty in income taxes in accordance with ~~Financial Accounting Standards Board Interpretation No. 48~~~~Accounting for Uncertainty in Income Taxes—An interpretation of FASB Statement No. 109~~ ~~(FIN 48).~~ASC Section 740-10. As of July ~~4, 2009~~3, 2010 and January ~~3, 2009, the Company had~~2, 2010, there were approximately ~~$1.0~~$0.5 and $0.6 million, respectively, of unrecognized tax benefits. During the next twelve months, it is reasonably possible to reduce unrecognized tax benefits by ~~$0.4~~$0.2 million either because the tax positions are sustained on audit or expiration of the statute of limitations.

The Company recognizes interest and penalties related to uncertain tax positions in income tax expense. As of July ~~4, 2009~~3, 2010 and January ~~3, 2009,~~2, 2010, there was approximately ~~$0.2~~$0.1 million of accrued interest related to uncertain tax positions.

Comprehensive ~~income (loss)~~loss for the thirteen and twenty-six weeks ended July 3, 2010 was $9.0 million and $11.7 million, respectively. Comprehensive income for the thirteen weeks and twenty-six weeks ended July 4, 2009 ~~and June 28, 2008~~ was $0.5 million and ~~$(3.4) million, respectively, and for the twenty-six week period ended July 4, 2009 and June 28, 2008 was~~ $0.2 ~~million and $2.3~~ million, respectively. The difference between comprehensive income or loss and net ~~income~~loss resulted from foreign currency translation adjustments.

The Company’s operations are conducted through three operating segments consisting of retail, international franchising and licensing and entertainment. The retail segment includes the operating activities of ~~company-owned~~Company-owned stores in the United States, including Puerto Rico, Canada, the United Kingdom, Ireland, France and other retail delivery operations, including the Company’s Web store and non-traditional store locations such as baseball ballparks. The international franchising segment includes the licensing activities of the Company’s franchise agreements with store locations in Europe, outside of France, Asia, Australia and Africa. The licensing and entertainment segment has been established to market the naming and branding rights of the Company’s intellectual properties for third party use. The operating segments have discrete sources of revenue, different capital structures and different cost structures. These operating segments represent the basis on which the Company’s chief operating decision maker regularly evaluates the business in assessing performance, determining the allocation of resources and the pursuit of future growth opportunities. Accordingly, the Company has determined that each of its operating segments represent one reportable segment. The reportable segments follow the same accounting policies used for the Company’s consolidated ~~financials~~financial statements.

Following is a summary of the financial information for the Company’s reportable segments (in thousands):


	Retail			International Franchising		Licensing & Entertainment		Total			Retail			International Franchising		Licensing & Entertainment		Total
Thirteen weeks ended July 3, 2010
Net sales to external customers											$	72,488		$	661	$	985	$	74,134
Income (loss) before income taxes												(13,481	)		255		623		(12,603	)
Capital expenditures, net												3,128			26		—		3,154
Depreciation and amortization												6,643			119		—		6,762
Thirteen weeks ended July 4, 2009
Net sales to external customers	$	81,307		$	612	$	485	$	82,404		$	81,307		$	612	$	915	$	82,834
Income (loss) before income taxes		(11,140	)		283		409		(10,448	)		(11,140	)		283		409		(10,448	)
Capital expenditures, net		1,529			35		—		1,564			1,529			35		—		1,564
Depreciation and amortization		6,942			108		—		7,050			6,942			108		—		7,050
Thirteen weeks ended June 28, 2008
Twenty-six weeks ended July 3, 2010
Net sales to external customers	$	93,468		$	824	$	403	$	94,695		$	172,274		$	1,344	$	1,951	$	175,569
Income (loss) before income taxes		(8,045	)		429		264		(7,352	)		(11,574	)		595		1,193		(9,786	)
Capital expenditures, net		8,571			432		—		9,003			6,347			63		—		6,410
Depreciation and amortization		7,071			168		2		7,241			13,408			221		—		13,629
Twenty-six weeks ended July 4, 2009
Net sales to external customers	$	177,623		$	1,209	$	914	$	179,746		$	177,623		$	1,209	$	1,666	$	180,498
Income (loss) before income taxes		(12,832	)		527		751		(11,554	)		(12,832	)		527		751		(11,554	)
Capital expenditures, net		3,618			96		—		3,714			3,617			96		—		3,713
Depreciation and amortization		13,868			221		—		14,089			13,868			221		—		14,089
Twenty-six weeks ended June 28, 2008
Net sales to external customers	$	215,322		$	2,073	$	1,107	$	218,502
Income before income taxes		804			1,207		785		2,796
Capital expenditures, net		14,165			550		—		14,715
Depreciation and amortization		13,857			382		4		14,243
Total Assets as of:
July 3, 2010											$	247,527		$	3,073	$	3,726	$	254,326
July 4, 2009	$	250,396		$	21,185	$	3,057	$	274,638		$	268,757		$	2,824	$	3,057	$	274,638
June 28, 2008	$	288,108		$	3,441	$	2,319	$	293,868

The Company’s reportable segments are primarily determined by the types of products and services that they offer. Each reportable segment may operate in many geographic areas. The Company allocates revenues to geographic areas based on the location of the customer or franchisee. The following schedule is a summary of the Company’s sales to external customers and long-lived assets by geographic area (in thousands):


	North America (1)		Europe (2)		Other (3)		Total		North America (1)		Europe (2)		Other (3)		Total
Thirteen weeks ended July 3, 2010
Net sales to external customers									$	61,326	$	12,147	$	661	$	74,134
Property and equipment, net										80,742		11,892		—		92,634
Thirteen weeks ended July 4, 2009
Net sales to external customers	$	67,619	$	14,173	$	612	$	82,404	$	68,049	$	14,173	$	612	$	82,834
Property and equipment, net		98,579		14,255		—		112,834		98,579		14,255		—		112,834
Thirteen weeks ended June 28, 2008
Twenty-six weeks ended July 3, 2010
Net sales to external customers	$	78,603	$	15,268	$	824	$	94,695	$	146,294	$	27,931	$	1,344	$	175,569
Property and equipment, net		117,781		20,548		4		138,333		80,742		11,892		—		92,634
Twenty-six weeks ended July 4, 2009
Net sales to external customers	$	150,256	$	28,281	$	1,209	$	179,746	$	151,008	$	28,281	$	1,209	$	180,498
Property and equipment, net		98,579		14,255		—		112,834		98,579		14,255		—		112,834
Twenty-six weeks ended June 28, 2008
Net sales to external customers	$	184,788	$	31,641	$	2,073	$	218,502
Property and equipment, net		117,781		20,548		4		138,333

The Company holds a minority interest of approximately 25% in Ridemakerz, ~~LLC (Ridemakerz),~~ which is accounted for under the equity method. Ridemakerz is an early-stage company that has developed an interactive retail concept that allows children and families to build and customize their own personalized cars. ~~In 2006, the Company invested $0.6 million, which represented an ownership interest of approximately 10%.~~ The Company invested an additional $2.4 million in 2007 and $2.5 million in 2008. The Company has also entered into a series of agreements whereby the Company has agreed to perform advisory and operational support services for Ridemakerz in exchange for additional equity. For the thirteen and twenty-six weeks ended July 4, 2009, the Company received $0.2 million and $0.4 million, respectively, in equity in exchange for support services provided. For the thirteen and twenty-six weeks ended June 28, 2008, the Company received $0.3 million and $0.5 million, respectively, in equity in exchange for support services provided. In 2007, the Company also purchased a call option from a group of other Ridemakerz investors for $150,000 for 1.25 million Ridemakerz common units at an exercise price of $1.25 per unit. The call option was immediately exercisable and expires April 30, 2012. Simultaneously, the Company granted a put option to the same group of investors for 1.25 million common units at an exercise price of $0.50 per unit. The put option became exercisable on April 30, 2008 and expires on April 30, 2012. ~~As of July 4, 2009,~~Under the ~~Company’s investment in Ridemakerz was approximately $7.6 million, which represented an ownership interest of approximately 25%. Under~~ current agreements, the Company ~~is the sole member~~could own up to approximately 30% of anfully diluted equity class that is allocated losses only following the allocation of losses to all other common and preferred equity holders to the extent of their capital contributions. Accordingly, the Company will be allocated losses when all of the priority equity members’ capital has been reduced to zero.in Ridemakerz. In the fiscal 2009 second quarter, the Company recorded a non-cash pre-tax loss of $0.5 million or $0.02 per diluted share, included in “Equity losses from investment in affiliate” in the Consolidated Statements of Operations. No income or loss allocations were recorded in the thirteen or twenty-six weeks ended June 28, 2008. As Ridemakerz continues to incur losses, the Company will be required to recognize those losses as non-cash charges up to the amount of the Company’s total investment, including receivables, unless additional equity investments are made by other investors. Under the current agreements, the Company could own up to approximately 36% of fully diluted equity in Ridemakerz.

As of July ~~4, 2009~~3, 2010 and January ~~3, 2009, outstanding receivables from~~2, 2010, the book value of the Company’s investment in Ridemakerz ~~were $0.8 million and $0.4 million, respectively.~~was $-0-.

In September 2008, the Company announced plans to close its Friends 2B Made concept, a line of make-your-own dolls and related products. The closure plan ~~affects~~affected the Company’s nine Friends 2B Made locations, all but one of which were inside or adjacent to a Build-A-Bear Workshop store, separate Friends 2B Made fixtures in approximately 50 Build-A-Bear Workshop stores, and the concept’s ~~website,www.friends2bmade.com~~. As of July 4, 2009, five of the nine locations were closed and the fixtures had been removed from all Build-A-Bear Workshop stores. It is anticipated that the closures will be completed in the third quarter of fiscal 2009.Web site. During the thirteen and twenty-six weeks ended July 4, 2009, the Company recorded pre-tax charges of $0.2 and $0.7 million, respectively, related to the closures, which consisted of lease termination charges and construction costs, and isare included in “Store

closing” expenses in the Consolidated Statements of Operations. ~~This charge is a component~~As of ~~net loss before income taxes in~~October 3, 2009, all nine locations were closed and the retail segment. In fiscal 2009, the Company expects to incur total pre-tax charges of approximately $1.0 to $1.3 million. The majority of these charges are attributable to potential lease termination costs, construction costs and other potential costs associated with the closure plan.

The Company has evaluated events and transactions subsequent to July 4, 2009 through August 13, 2009, the date the financial statements were filed with the SEC as part of Form 10-Q. No events require recognition in the consolidated financial statements or disclosures of the Company per the definitions and requirements of SFAS No. 165,~~Subsequent Events~~.fixtures had been removed from all Build-A-Bear Workshop stores.

Item 2. Management’s Discussion and Analysis of Financial Condition and Results of Operations

The following Management’s Discussion and Analysis of Financial Condition and Results of Operations contains forward-looking statements that involve risks and uncertainties. Our actual results may differ materially from the results discussed in the forward-looking statements. These risks and uncertainties include, without limitation, those detailed under the caption “Risk Factors” in our annual report on Form 10-K for the year ended January ~~3, 2009 and our quarterly report on Form 10-Q for the quarter ended April 4, 2009,~~2, 2010, as filed with the SEC, and the following: general economic conditions may continue to deteriorate, which could lead to disproportionately reduced consumer demand for our products, which represent relatively discretionary spending; ~~our consolidated financial results may be significantly affected by changes in foreign currency exchange rates;~~ customer traffic may continue to decrease in the shopping malls where we are located, on which we depend to attract guests to our stores; we may be unable to generate interest in and demand for our interactive retail experience, or to identify and respond to consumer preferences in a timely fashion; our marketing and ~~online~~on-line initiatives may not be effective in generating sufficient levels of brand awareness and guest traffic; we may be unable to generate comparable store sales growth; losses incurred by our affiliate Ridemakerz may adversely affect our financial condition and profitability; current capital market conditions could adversely affect the renewal or replacement of our credit agreement; we may be unable to open new stores or may be unable to effectively manage our growth; we may be unable to effectively manage our international franchises or laws relating to those franchises may change; we may be unable to renew or replace our store leases, or enter into leases for new stores on favorable terms or in favorable locations, or may violate the terms of our current leases; we may be unable to effectively manage the ~~ability~~operations and growth of our ~~principal vendors to deliver merchandise~~Company-owned stores; we may be ~~disrupted;~~unable to effectively manage our international franchises or laws relating to those franchises may change; the availability and costs of our products could be adversely affected by risks associated with international manufacturing and ~~trade;~~trade, including foreign currency fluctuation; we are susceptible to disruption in our inventory flow due to our reliance on a few vendors; high petroleum products prices could increase our inventory transportation costs and adversely affect our profitability; we may be unable to ~~close~~operate our ~~Friends 2B Made concept on terms we currently anticipate;~~European Company-owned stores profitably; fluctuations in our quarterly results of operations could cause the price of our common stock to substantially decline; we may be unable to repurchase shares at all or at the times or in the amounts we currently anticipate or the results of the share repurchase program may not be as beneficial as we currently anticipate; ~~fluctuations~~we may improperly obtain or be unable to protect information from our guests in ~~our quarterly results~~violation of ~~operations could cause the price of our common stock to substantially decline;~~privacy or security laws or expectations; we may suffer negative publicity or be sued due to violations of labor laws or unethical practices by manufacturers of our merchandise; we may ~~improperly obtain~~suffer negative publicity or ~~be unable to protect information from~~negative sales if the non-proprietary toy products we sell in our ~~guests in violation of privacy~~stores do not meet our quality or ~~security laws or~~sales expectations; our products could become subject to recalls or product liability claims that could adversely impact our financial performance and harm our reputation among consumers; we may lose key personnel, be unable to hire qualified additional personnel, or experience turnover of our management team; we may be unable ~~to realize the anticipated benefits from~~operate our ~~company-owned~~Company-owned distribution center efficiently or our third-party distribution center providers may perform poorly; ~~we may be unable to realize some of the expected benefits of the acquisition of Amsbra and Bear Factory, and the inclusion of France as a company-owned country;~~ our market share could be adversely affected by a significant, or increased, number of competitors; we may fail to renew, register or otherwise protect our trademarks or other intellectual property; ~~and~~ we may have disputes with, or be sued by, third parties for infringement or misappropriation of their proprietary ~~rights.~~rights; poor global economic conditions could have a material adverse effect on our liquidity and capital resources; and we may be unable to recover amounts due to us from our affiliate, Ridemakerz LLC. These risks, uncertainties and other factors may adversely affect our business, growth, financial condition or profitability, or subject us to potential liability, and cause our actual results, performance or achievements to be materially different from those expressed or implied by our forward-looking statements. The Company undertakes no obligation to publicly update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

We are the leading, and only international, company providing a “make your own stuffed animal” interactive entertainment experience under the Build-A-Bear Workshop brand, in which our guests stuff, fluff, dress, accessorize and name their own teddy bears and other stuffed animals. Our concept, which we developed primarily for mall-based retailing, capitalizes on what we believe is the relatively untapped demand for experience-based shopping as well as the widespread appeal of stuffed animals. The Build-A-Bear Workshop experience appeals to a broad range of age groups and demographics, including children, teens, their parents and grandparents.

As of July ~~4, 2009,~~3, 2010, we operated ~~291~~292 stores in the United States, Canada, and Puerto Rico, 54 stores in the United Kingdom, Ireland and France, and had 6160 franchised stores operating internationally under the Build-A-Bear Workshop brand. In addition to our stores, we market our products and build our brand through our multiple websites, which simulates our interactive shopping experience, as well as non-traditional store locations in ~~five~~four Major League Baseball^® ballparks, one location in a zoo and one location in a science center. Seasonal locations, such as ballparks and zoos, are excluded from our store count.

On April 2, 2006, ~~the Company~~we acquired all of the outstanding shares of The Bear Factory Limited, ~~(Bear Factory),~~ a stuffed animal retailer in the United Kingdom, and Amsbra Limited, ~~(Amsbra), the Company’s~~our former ~~United Kingdom franchisee (collectively, the~~ U.K. ~~Acquisition).~~franchisee. The results of the ~~U.K. Acquisition~~acquisitions’ operations have been included in the ~~Company’s~~ consolidated financial statements since that date. ~~In conjunction with those transactions, we obtained 40 retail locations~~We are currently operating 36 of the acquired stores. Since 2006, our European operations have grown to 54 stores, including three in France. We have adopted internal best practices in the ~~United Kingdom~~areas of merchandising, marketing, purchasing and ~~Ireland. In 2007,~~store operations, across the ~~Company expanded its Company-owned~~acquired store base ~~to France, which was previously under a franchise agreement~~that resulted in improved sales and ~~had one store within a department store in operation that was subsequently closed. The Company currently operates three company-owned stores in France.~~earnings from the acquisition.

We operate in three reportable segments (retail, international franchising, and licensing and entertainment) that share the same infrastructure, including management, systems, merchandising and marketing, and generate revenues as follows:

Selected financial data attributable to each segment for the thirteen and twenty-six weeks ended July 3, 2010 and July 4, 2009 ~~and June 28, 2008~~ are set forth in the notes to our condensed consolidated financial statements included elsewhere in this quarterly report on Form 10-Q.

Store contribution, for our consolidated operations, was 10.6% for the twenty-six weeks ended July 3, 2010 and 9.7% for the twenty-six weeks ended July 4, 2009 ~~and 16.0% for the twenty-six weeks ended June 28, 2008~~ and consolidated net loss as a percentage of total revenues was 3.9% for the twenty-six weeks ended July 3, 2010 and 3.8% for the twenty-six weeks ended July 4, ~~2009 and consolidated net income as a percentage of total revenues was 0.7% for the twenty-six weeks ended June 28, 2008.~~2009. See “— Non-GAAP Financial Measures” for a definition of store contribution and a reconciliation of store contribution to net ~~income (loss).~~loss. The ~~decrease~~increase in our store contribution over the prior year was primarily due to the ~~decline in net retail sales and resulting decline~~improvements in gross margin as we experienced a lack of sales leverage on fixed store occupancy costs. We are protecting our store contribution through aggressive cost reduction plans. Cost reduction initiatives are now expected to result in approximately $18 million in annualized pre-tax savings. Cost reduction initiatives include spending reductionsdriven by increased merchandise margin decreases in marketing spend and ~~advertising, transportation, central office~~store payroll ~~and outside services.~~as compared to the prior period.

We use comparable store sales as one of the performance measures for our business. Comparable store sales percentage changes are based on net retail sales, excluding our webstore and seasonal and event-based locations. Stores are considered comparable beginning in their thirteenth full month of operation. ~~Comparable store sales percentage changes for 2009 are based on net retail sales as compared to the thirteen and twenty-six week periods ended July 5, 2008.~~ The percentage change in comparable store sales for the periods presented below is as follows:


	Thirteen Weeks Ended				Twenty-Six Weeks Ended				Thirteen Weeks Ended				Twenty-Six Weeks Ended
	July 4, 2009		June 29, 2008		July 4, 2009		June 29, 2008		July 3, 2010		July 4, 2009		July 3, 2010		July 4, 2009
North America	(17.5	)%	(20.5	)%	(19.2	)%	(16.5	)%	(9.7	)%	(17.5	)%	(3.3	)%	(19.2	)%
Europe	8.2	%	2.2	%	7.3	%	8.3	%	(11.2	)%	8.2	%	(3.6	)%	7.3	%

Consolidated	(13.9	)%	(17.9	)%	(16.0	)%	(13.9	)%	(10.0	)%	(13.9	)%	(3.3	)%	(16.0	)%

We believe the ~~decline~~decrease in comparable store sales ~~was~~for the period presented is primarily attributable ~~primarily~~ to the following factors:

We believe ~~that~~ the economic recession and ~~dramatic decrease in consumer wealth which has resulted in a significant~~associated decline in consumer ~~sentiment and a pullback in~~confidence continue to impact consumer spending ~~has impacted~~and our comparable store ~~sales.~~sales particularly in Europe.

We believe that our launch of only a single animal in May combined with later starts of school vacations in some regions of both the ~~slow down~~United States and the United Kingdom lead to a decrease in ~~shopping mall customer traffic during the first half of fiscal 2009 compared to the same period in fiscal 2008 has impacted the number of new and returning guests visiting our stores and therefore~~ our comparable store sales.

We believe the calendar shift of the Easter holiday and associated school ~~vacations~~breaks from ~~the fiscal 2008 first quarter to~~ the fiscal 2009 second quarter ~~had a positive impact on~~to the fiscal 2010 first quarter negatively impacted our comparable store sales for the thirteen weeks ended July ~~4, 2009 and a negative impact for the thirteen weeks ended June 28, 2008.~~3, 2010.

The Company is addressing the decline in comparable store sales with the following key initiatives:

We are ~~developing~~improving our product by enhancing the size of our new ~~marketing programs~~product launches and ~~enhancing existing programs to communicate~~ the design and value of our ~~products as well as our unique position of having both a real world~~animals and virtual world experience. Accordingly, we are refining our communication strategies and reallocating our marketing spending to match changing consumer shopping patterns and to lengthen the time of key promotions.related products;

We are ~~leveraging Buildabearville.com~~executing a fully integrated product, marketing and store operations strategy by having one product statement supported by one focused message and one strong promotion that updates regularly. We are using powerful store visuals to drive traffic and integrated and clean marketing to ~~our stores and to increase brand engagement and brand loyalty through increased awareness and conversion.~~drive conversion;

~~Implementing cost reduction plans now expected~~We are focused on increasing engagement in our online virtual world for children, buildabearville.com, to ~~result in $18 million in annualized pre-tax savings in 2009, up from a previous plan for $15 million in savings.~~drive brand interaction and traffic to our stores; and

~~Slowing new store growth in 2009~~We are adding complimentary experiential products to ~~one new store, down from 25 new stores in 2008, which allows us to refocus on~~ our ~~business and align all operations around~~assortment that reinforce our ~~goals of new guest acquisition and guest retention aimed at improving our comparable stores sales performance.~~brand essence.

The table below sets forth the number of Build-A-Bear Workshop Company-owned stores in the United States, Canada, Puerto Rico (collectively, North America), the United Kingdom, Ireland, and France (collectively, Europe) for the periods presented:


	Twenty-six weeks ended			Twenty-six weeks ended
	July 4, 2009		June 28, 2008	July 3, 2010	July 4, 2009
Beginning of period	346		321	345	346
Opened	—		9	1	—
Closed	(1	)	—	—	(1	)

End of period	345		330	346	345

During fiscal ~~2009,~~2010, we ~~anticipate opening~~opened one Build-A-Bear Workshop store in North America and ~~no new~~anticipate opening three stores in ~~Europe.~~the United Kingdom. We believe there is a market potential for at least 350 Build-A-Bear Workshop stores in ~~North America,~~the United States and Canada and approximately 70 to 75 stores in the United Kingdom and Ireland.

We also have store locations for our proprietary Friends 2B Made line of make-your-own dolls and related products. As of July 4, 2009, we operated one stand-alone Friends 2B Made store and three Friends 2B Made stores adjacent to Build-A-Bear Workshop stores in the United States. Other than the one stand-alone store, these Friends 2B Made stores are not included in our store count, but rather are considered expansions of existing Build-A-Bear Workshop stores. In the fiscal 2008 third quarter, we announced plans to close the Friends 2B Made ~~concept. We anticipate that the four remaining locations will be closed during~~concept, and in the fiscal 2009 third quarter, the closure was completed. One Friends 2B Made location was considered a store; the other eight locations were expansions of existing Build-A-Bear Workshop stores. Accordingly, the closures of the eight expansions are not included in the number of store closings noted above.

In fiscal 2004, we began offering merchandise in seasonal, event-based locations such as Major League Baseball^® ballparks. We expect to expand our future presence at select seasonal, event-based locations contingent on their availability. As of July ~~4, 2009,~~3, 2010, we had a total of ~~five~~four ballpark locations, one store within a zoo and one store within a science center. Seasonal locations, such as ballparks and zoos, are excluded from our store count.

Our first franchised location opened in November 2003. The number of international, franchised stores for the periods presented below can be summarized as follows:


	Twenty-six weeks ended				Twenty-six weeks ended
	July, 4, 2009		June 28, 2008		July 3, 2010		July 4, 2009
Beginning of period	62		53		65		62
Opened	4		10		3		4
Closed	(5	)	(5	)	(8	)	(5	)

End of period	61		58		60		61

As of July ~~4, 2009,~~3, 2010, we had master franchise agreements, which typically grant franchise rights for a particular country or countries, covering 2016 countries. We anticipate signing additional master franchise agreements in the future. We expect ~~our franchisees~~ to ~~open approximately five stores in~~end fiscal ~~2009, net of closures.~~2010 with 65 franchised locations. We believe there is a market potential for approximately 300 franchised stores outside of the United States, Canada, Puerto Rico, the United Kingdom, Ireland and France.

The following table sets forth, for the periods indicated, selected statement of income data expressed as a percentage of total revenues, except where otherwise ~~indicated. Percentages will not total due to the cost of merchandise sold being expressed as a percentage of net retail sales and immaterial rounding:~~indicated:


	Thirteen weeks ended				Twenty-six weeks ended
	July 4,		June 28,		July 4,		June 28,		Thirteen weeks ended				Twenty-six weeks ended
	2009		2008		2009		2008		July 3, 2010		July 4, 2009		July 3, 2010		July 4, 2009
Revenues:
Net retail sales	98.7		98.7		98.8		98.5		97.8		98.2		98.1		98.4
Franchise fees	0.7		0.9		0.7		0.9		0.9		0.7		0.8		0.7
Licensing revenue	0.6		0.4		0.5		0.5		1.3		1.1		1.1		0.9

Total revenues	100.0		100.0		100.0		100.0		100.0		100.0		100.0		100.0

Costs and expenses:
Cost of merchandise sold (1)	67.1		63.6		65.1		59.5
Cost of merchandise sold									67.9		66.4		62.3		64.5
Selling, general and administrative	45.5		44.5		41.4		39.8		49.1		45.3		43.3		41.2
Store preopening	0.0		0.7		0.0		0.5		0.1		0.0		0.1		0.0
Store closing	0.3		—		0.4		—		—		0.3		—		0.4
Equity losses from investment in affiliate	0.6		—		0.3		—		—		0.6		—		0.3
Interest expense (income), net	(0.0	)	(0.2	)	(0.0	)	(0.3	)	(0.1	)	(0.0	)	(0.1	)	(0.0	)

Total costs and expenses	112.7		107.8		106.4		98.7		117.0		112.6		105.6		106.4

Income (loss) before income taxes	(12.7	)	(7.8	)	(6.4	)	1.3		(17.0	)	(12.6	)	(5.6	)	(6.4	)
Income tax (benefit) expense	(5.4	)	(2.7	)	(2.6	)	0.5		(5.6	)	(5.4	)	(1.7	)	(2.6	)

Net income (loss)	(7.2	)	(5.1	)	(3.8	)	0.7		(11.4	)	(7.2	)	(3.9	)	(3.8	)


Gross Margin % (2)	32.9	%	36.4	%	34.9	%	40.5	%
Retail Gross Margin % (1)									30.9	%	32.9	%	36.8	%	34.9	%

Thirteen weeks ended July ~~4, 2009~~3, 2010 compared to thirteen weeks ended ~~June 28, 2008~~July 4, 2009

Total revenues.Net retail sales decreased to $72.5 million for the thirteen weeks ended July 3, 2010 from $81.3 million for the thirteen weeks ended July 4, 2009, ~~from $93.5 million for the thirteen weeks ended June 28, 2008,~~ a decrease of ~~$12.2~~$8.8 million, or ~~13.0%~~10.8%. This decline was primarily attributable to a ~~$12.0~~$7.6 million decline in comparable store sales and a ~~$3.8~~$1.2 million ~~negative impact of foreign currency translation.~~decline in sales from non-comparable stores. These declines were partially offset by a ~~$3.2~~$0.2 million increase in sales from new ~~stores and a $0.5 million impact of the shift in the weeks included in the fiscal 2009 second quarter as compared to the fiscal 2008 second quarter.~~stores. Other changes in net retail sales, ~~totaled $0.1 million and~~which included ~~decreased sales from non-store locations, partially offset by~~the negative impact of the deferred revenue ~~adjustment.~~adjustment, totaled $0.2 million.

We believe the ~~decline~~decrease in comparable store sales ~~was attributed~~for the period presented is primarily attributable to the following factors:

~~We believe the slow down~~sales particularly in shopping mall customer traffic during the fiscal 2009 second quarter compared to the same period in fiscal 2008 has impacted the number of new and returning guests visiting our stores and therefore our comparable store sales.Europe.

Revenue from licensing increased to $1.0 million for the thirteen weeks ended ~~June 28, 2008.~~

~~Revenue~~July 3, 2010 from ~~franchise fees decreased to $0.6~~$0.9 million for the thirteen weeks ended July 4, 2009, from $0.8 million for the thirteen weeks ended June 28, 2008, a decrease of $0.2 million. This decrease was primarily due to the decline in franchisee store sales reflecting the global economic slowdown. Revenue from licensing increased to $0.5 million for the thirteen weeks ended July 4, 2009

~~from $0.4 million for the thirteen weeks ended June 28, 2008,~~ an increase of $0.1 million. This increase was primarily related to ~~a change~~the release of new Wii and Nintendo DS games in the ~~mix~~2010 first quarter. Revenue from franchise fees increased to $0.7 million for the thirteen weeks ended July 3, 2010 from $0.6 million for the thirteen weeks ended July 4, 2009, an increase of ~~licensed products.~~$0.1 million.

Gross margin.~~Gross~~Total gross margin decreased to $23.8 million for the thirteen weeks ended July 3, 2010 from $27.8 million for the thirteen weeks ended July 4, 2009, a decrease of $4.0 million, or 14.4%. Retail gross margin decreased to $22.4 million for the thirteen weeks ended July 3, 2010 from $26.7 million for the thirteen weeks ended July 4, 2009, ~~from $34.0 million for the thirteen weeks ended June 28, 2008,~~ a decrease of ~~$7.3~~$4.3 million, or ~~21.5%~~16.1%.

As a percentage of net retail sales, retail gross margin decreased to ~~32.9 %~~30.9% for the thirteen weeks ended July 3, 2010 from 32.9% for the thirteen weeks ended July 4, ~~2009 from 36.4% for the thirteen weeks ended June 28, 2008, a decrease of 350~~2009. This 200 basis points as a percentage of net retail sales (bps)~~. This~~ decrease ~~resulted~~was primarily ~~from reduced sales leverage on store occupancy costs in North America partially offset by improved sales leverage on store occupancy costs in Europe. Additionally, we experienced~~attributable to a ~~decline~~20 bps increase in merchandise margin ~~driven primarily~~more than offset by ~~the impact of currency~~a 220 bps decrease in leverage on ~~our European operations.~~fixed occupancy costs.

Selling, general and administrative.Selling, general and administrative expenses were $36.4 million for the thirteen weeks ended July 3, 2010 as compared to $37.5 million for the thirteen weeks ended July 4, 2009, ~~as compared to $42.2 million for the thirteen weeks ended June 28, 2008,~~ a decrease of ~~$4.7~~$1.1 million, or ~~11.1%~~2.9%. As a percentage of total revenues, selling, general and administrative expenses increased to ~~45.5%~~49.1% for the thirteen weeks ended July 3, 2010 as compared to 45.3% for the thirteen weeks ended July 4, 2009, ~~as compared to 44.5% for the thirteen weeks ended June 28, 2008,~~ an increase of ~~100~~380 bps. The dollar decrease was primarily due to continued benefits from our cost reduction efforts, ~~put into place to align our cost structure with the downturn we are experiencing~~specifically in ~~consumer spending even though we had 15 more stores~~store payroll and marketing that were partially offset by increases in ~~operation at July 4, 2009 as compared to June 28, 2008.~~central office payroll. The increase in selling, general and administrative expenses as a percent of revenue was primarily due to deleveraging of fixed components of overhead costs, specifically, central office and store payroll and depreciation.

Store preopening.Store preopening expense was $77,000 for the thirteen weeks ended July 3, 2010 as compared to $17,000 for the thirteen weeks ended July 4, ~~2009 as compared to $0.6 million for the thirteen weeks ended June 28, 2008.~~2009. The ~~decrease~~increase in store preopening for the period was the result of timing of store preopening activities. We expect to open ~~one store~~three new stores and relocate one store during the fiscal ~~2009~~2010 third quarter as compared to ~~11 stores~~one store opened during the same period in fiscal ~~2008.~~2009. Preopening expenses include expenses for stores that opened in the current period as well as expenses incurred for stores that will open in future periods.

Store closing.Store closing expense was $0.2 million for the thirteen weeks ended July 4, 2009 and consisted primarily of construction costs required to reformat locations for return to the landlord related to the closure of the Friends 2B Made concept.

Equity losses from investment in affiliate.Equity losses from investment in affiliate was $0.5 million for the thirteen weeks ended July 4, 2009 and is the result of the allocation of losses related to our investment in Ridemakerz. Ridemakerz is a young company still in its start-up phase. Ridemakerz is currently evaluating its long-term strategic options, some of which include major restructuring of their operations, including but not limited to closing stores. As a result of these initiatives, their near-term losses will likely be significant which will accelerate the timing of anticipated loss allocations. As Ridemakerz continues to incur losses, we will be required to recognize those losses as non-cash charges up to the amount of our total investment, including receivables, unless additional equity investments are made by other investors.

Interest expense (income), net.Interest income, net of interest expense, was $77,000 for the thirteen weeks ended July 3, 2010 as compared to $23,000 for the thirteen weeks ended July 4, 2009 as compared to $0.2 million for the thirteen weeks ended June 28, 2008. This decrease was due lower interest rates in the fiscal 2009 second quarter as compared to the fiscal 2008 second quarter.2009.

Provision for income taxes.The income tax benefit was $4.1 million for the thirteen weeks ended July 3, 2010 as compared to $4.5 million for the thirteen weeks ended July 4, ~~2009 as compared to $2.6 million~~2009. The effective tax rate was 32.7% for the thirteen weeks ended ~~June 28, 2008. The effective tax rate was~~July 3, 2010 compared to 42.9% for the thirteen weeks ended July 4, ~~2009 compared to 34.8% for the thirteen weeks ended June 28, 2008. We expect~~2009. The decrease in the effective tax rate ~~for full year 2009 to be approximately 43% compared to 36.8% in fiscal year 2008. This higher annual rate compared to 2008 is~~was primarily attributable to the impact of ~~permanent items~~valuation allowances recorded for losses incurred in certain tax jurisdictions and ~~results~~lower tax rates in certain foreign ~~operations measured against US operations.~~jurisdictions.

Twenty-six weeks ended July ~~4, 2009~~3, 2010 compared to twenty-six weeks ended ~~June 28, 2008~~July 4, 2009

Total revenues.Net retail sales decreased to $172.3 million for the twenty-six weeks ended July 3, 2010 from $177.6 million for the twenty-six weeks ended July 4, 2009, ~~from $215.3 million for the twenty-six weeks ended June 28, 2008,~~ a decrease of ~~$37.7~~$5.3 million, or ~~17.5%~~3.0%. This decline was primarily attributable to a ~~$30.7~~$5.6 million decline in comparable store sales, and a ~~$9.6~~$1.0 million ~~negative~~decline sales from non-comparable stores. These declines were partially offset by a $1.7 million positive impact of foreign currency translation and a ~~$5.6 million impact of the shift in the weeks included in the first half of fiscal 2009 as compared to the same period in fiscal 2008. These declines were partially offset by an $8.8~~$0.5 million increase in sales from new stores. Other changes in net retail sales, ~~totaled $0.6 million and~~which included ~~decreased sales from non-store locations, partially offset by~~the negative impact of the deferred revenue ~~adjustment.~~adjustment, totaled $0.9 million.

We believe the ~~decline~~decrease in comparable store sales was attributed primarily to the following factors:

Revenue from licensing increased to $2.0 million for the twenty-six weeks ended July 3, 2010 from $1.7 million for the twenty-six weeks ended July 4, 2009, an increase of $0.3 million. This increase was primarily related to the release of new Wii and Nintendo DS games in the 2010 first quarter. Revenue from franchise fees ~~decreased~~increased to $1.3 million for the twenty-six weeks ended July 3, 2010 from $1.2 million for the twenty-six weeks ended July 4, 2009, ~~from $2.1million~~an increase of $0.1 million.

Gross margin.Total gross margin increased to $66.1 million for the twenty-six weeks ended ~~June 28, 2008, a decrease of $0.9 million. This decrease was primarily due to the decline in franchisee store sales reflecting the global economic slowdown. Revenue~~July 3, 2010 from ~~licensing decreased to $0.9~~$64.1 million for the twenty-six weeks ended July 4, 2009, ~~from $1.1~~an increase of $2.0 million, ~~for the twenty-six weeks ended June 28, 2008, a decrease of $0.2 million. This decrease was primarily related~~or 3.2%. Retail gross margin increased to ~~the timing of licensing activities and the mix of licensed products.~~

~~Gross margin.~~~~Gross margin decreased to $62.0~~$63.4 million for the twenty-six weeks ended July ~~4, 2009~~3, 2010 from ~~$87.2~~$62.0 million for the ~~twenty-six~~thirteen weeks ended ~~June 28, 2008, a decrease~~July 4, 2009, an increase of ~~$25.2~~$1.4 million, or ~~28.9%~~2.2%. As a percentage of net retail sales, retail gross margin ~~decreased~~increased to 36.8% for the twenty-six weeks ended July 3, 2010 from 34.9% for the twenty-six weeks ended July 4, ~~2009 from 40.5% for the twenty-six weeks ended June 28, 2008, a decrease of 560 bps.~~2009. This ~~decrease~~190 bps increase resulted primarily from ~~reduced sales~~a 120 bps increase in merchandise margin and a 60 bps increase in leverage on store occupancy costs in North America partially offset by improved sales leverage on store occupancy costs in Europe. Additionally, we experienced a decline merchandise margin driven primarily by the impact of currency on our European operations.buying and distribution costs.

Selling, general and administrative.Selling, general and administrative expenses were $75.9 million for the twenty-six weeks ended July 3, 2010 as compared to $74.4 million for the twenty-six weeks ended July 4, 2009, ~~as compared to $87.0 million for the twenty-six weeks ended June 28, 2008, a decrease~~an increase of ~~$12.6~~$1.5 million, or ~~14.5%~~2.0%. As a percentage of total revenues, selling, general and administrative expenses increased to ~~41.4%~~43.3% for the twenty-six weeks ended July 3, 2010 as compared to ~~39.8%~~41.2% for the twenty-six weeks ended ~~June 28, 2008,~~July 4, 2009, an increase of ~~160~~210 bps. The dollar ~~decrease~~increase was primarily due to ~~cost reduction efforts put into place to align our cost structure with the downturn we are experiencing~~increases in ~~consumer spending even though we had 15 more stores~~central office payroll, partially offset by reductions in ~~operation at July 4, 2009 as compared to June 28, 2008.~~marketing expenses. The increase in selling, general and administrative expenses as a percent of revenue was primarily due to deleveraging of fixed components of overhead costs, specifically, central office and store payroll and depreciation.

Store preopening.Store preopening expense was $88,000 for the twenty-six weeks ended July 3, 2010 as compared to $17,000 for the twenty-six weeks ended July 4, ~~2009 as compared to $1.2 million for the twenty-six weeks ended June 28, 2008.~~2009. We expect to open ~~one store~~three new stores and relocate one store during the fiscal ~~2009~~2010 third quarter as compared to ~~11 stores~~one store opened during the same period in fiscal ~~2008.~~2009. Preopening expenses include expenses for stores that opened in the current period as well as expenses incurred for stores that will open in future periods.

Store closing.Store closing expense was $0.7 million for the twenty-six weeks ended July 4, 2009 and consisted primarily of lease termination charges and construction costs required to reformat locations for return to the landlord related to the closure of the Friends 2B Made concept.

Equity losses from investment in affiliate.Equity losses from investment in affiliate was $0.5 million for the twenty-six weeks ended July 4, 2009 and is the result of the allocation of losses related to our investment in Ridemakerz. Ridemakerz is a young company still in its start-up phase. Ridemakerz is currently evaluating its long-term strategic options, some of which include major restructuring of their operations, including but not limited to closing stores. As a result of these initiatives, their near-term losses will likely be significant which will accelerate the timing of anticipated loss allocations. As Ridemakerz continues to incur losses, we will be required to recognize those losses as non-cash charges up to the amount of our total investment, including receivables, unless additional equity investments are made by other investors.

Interest expense (income), net.Interest income, net of interest expense, was $0.1 million for the twenty-six weeks ended July 3, 2010 as compared to $47,000 for the twenty-six weeks ended July 4, ~~2009 as compared to $0.6 million for the twenty-six weeks ended June 28, 2008. This decrease was due to lower interest rates in fiscal 2009 period as compared to fiscal 2008 period.~~2009.

Provision for income taxes.The income tax benefit was $3.0 million for the twenty-six weeks ended July 3, 2010 as compared to $4.8 million for the twenty-six weeks ended July 4, ~~2009 as compared to income~~2009. The effective tax ~~expense of $1.2 million~~rate was 30.5% for the twenty-six weeks ended ~~June 28, 2008. The effective tax rate was~~July 3, 2010 compared to 41.2% for the twenty-six weeks ended July 4, ~~2009 compared to 42.7% for the twenty-six weeks ended June 28, 2008. We expect~~2009. The decrease in the effective tax rate ~~for full year 2009 to be approximately 43% compared to 36.8% in fiscal year 2008. This higher annual rate compared to 2008 is~~was primarily attributable to the impact ~~of permanent items~~valuation allowances recorded for losses incurred in certain tax jurisdictions and ~~results~~lower tax rates in certain foreign ~~operations measured against U.S. operations.~~jurisdictions.

We use the term “store contribution” in this quarterly report on Form 10-Q. Store contribution consists of income before income tax expense, interest, store depreciation, amortization and impairment, store preopening expense, store closing expense and equity losses from investment in affiliate and general and administrative expense, excluding franchise fees, income from licensing activities and contribution from our webstore and seasonal and event-based locations. This term, as we define it, may not be comparable to similarly titled measures used by other companies and is not a measure of performance presented in accordance with U.S. GAAP.

We use store contribution as a measure of our stores’ operating performance. Store contribution should ~~not~~ be considered supplemental and not a substitute for net income, net income per store, cash flows provided by operating activities, cash flows provided by operating activities per store, or other income or cash flow data prepared in accordance with GAAP. We believe store contribution is useful to investors in evaluating our operating performance because it, along with the number of stores in operation, directly impacts our profitability.

The following table sets forth a reconciliation of store contribution to net income for our ~~company-owned~~Company-owned stores located in the United States, Canada and Puerto Rico (North America), stores located the United Kingdom, Ireland and France (Europe) and for our consolidated store base (Dollars in thousands):


	Twenty-six weeks ended July 4, 2009									Twenty-six weeks ended June 28, 2008									Twenty-six weeks ended July 3, 2010									Twenty-six weeks ended July 4, 2009
	North America			Europe			Total			North America			Europe			Total			North America			Europe			Total			North America			Europe			Total
Net income (loss)	$	(4,915	)	$	(1,879	)	$	(6,794	)	$	2,714		$	(1,112	)	$	1,602
Net loss																			$	(5,330	)	$	(1,469	)	$	(6,799	)	$	(4,915	)	$	(1,879	)	$	(6,794	)
Income tax expense (benefit)		(4,773	)		13			(4,760	)		1,364			(170	)		1,194			(2,798	)		(189	)		(2,987	)		(4,773	)		13			(4,760	)
Interest expense (income)		(23	)		(24	)		(47	)		(439	)		(200	)		(639	)		(38	)		(70	)		(108	)		(23	)		(24	)		(47	)
Store depreciation, amortization and impairment (1)		8,980			1,276			10,256			8,987			1,675			10,662			8,031			1,481			9,512			8,980			1,276			10,256
Store preopening expense		17			—			17			893			282			1,175			83			5			88			17			—			17
Store closing expense (2)		731			—			731			—			—			—			—			—			—			731			—			731
Equity losses from investment in affiliate (3)		533			—			533			—			—			—			—			—			—			533			—			533
General and administrative expense (4)		17,925			1,736			19,661			21,323			1,419			22,742			19,642			1,772			21,414			17,925			1,736			19,661
Franchising and licensing contribution (5)		(1,499	)		—			(1,499	)		(2,378	)		—			(2,378	)		(2,009	)		—			(2,009	)		(1,499	)		—			(1,499	)
Non-store activity contribution (6)		(1,291	)		(215	)		(1,506	)		(968	)		(211	)		(1,179	)		(1,204	)		(273	)		(1,477	)		(1,291	)		(215	)		(1,506	)

Store contribution	$	15,685		$	907		$	16,592		$	31,496		$	1,683		$	33,179		$	16,377		$	1,257		$	17,634		$	15,685		$	907		$	16,592

Total revenues from external customers	$	151,465		$	28,281		$	179,746		$	186,861		$	31,641		$	218,502		$	147,637		$	27,932		$	175,569		$	152,217		$	28,281		$	180,498
Franchising and licensing revenues		(2,123	)		—			(2,123	)		(3,180	)		—			(3,180	)		(3,295	)		—			(3,295	)		(2,875	)		—			(2,875	)
Revenues from non-store activities (6)		(5,507	)		(811	)		(6,318	)		(7,143	)		(547	)		(7,690	)		(5,056	)		(829	)		(5,885	)		(5,507	)		(811	)		(6,318	)

Store location net retail sales	$	143,835		$	27,470		$	171,305		$	176,538		$	31,094		$	207,632		$	139,286		$	27,103		$	166,389		$	143,835		$	27,470		$	171,305

Store contribution as a percentage of store location net retail sales		10.9	%		3.3	%		9.7	%		17.8	%		5.4	%		16.0	%		11.8	%		4.6	%		10.6	%		10.9	%		3.3	%		9.7	%

Total net income (loss) as a percentage of total revenues		-3.2	%		-6.6	%		-3.8	%		1.5	%		-3.5	%		0.7	%
Total net loss as a percentage of total revenues																				(3.6	)%		(5.3	)%		(3.9	)%		(3.2	)%		(6.6	)%		(3.8	)%

expense/income. Depreciation and amortization related to franchising and licensing is included in the general and administrative expense caption. Interest expense/income related to franchising and licensing is included in the interest expense (income) caption.

(6)	Non-store activities include our webstores, and seasonal and event-based locations as well as intercompany transfer pricing ~~charges~~charges.

Our operating results for one period may not be indicative of results for other periods, and may fluctuate significantly because of a variety of factors, including: (1) changes in general economic conditions and consumer spending patterns; (2) increases or decreases in our comparable store sales; (3) fluctuations in the profitability of our stores; (4) changes in foreign currency exchange rates; (5) the timing and frequency of our marketing initiatives, including national media appearances and other public relations events; (6) the timing of our ~~new~~ store openings and closings and related expenses; (7) changes in consumer preferences; (8) the effectiveness of our inventory management; (9) the actions of our competitors or mall anchors and co-tenants; (10) seasonal shopping patterns and holiday and vacation schedules; and (11) weather conditions.

The timing of new store openings may result in fluctuations in quarterly results as a result of the revenues and expenses associated with each new store location. We typically incur most preopening costs for a new store in the three months immediately preceding the store’s opening. We expect our growth, operating results and profitability to depend in some degree on our ability to increase our number of stores.

Historically, for North American stores open more than twelve months, seasonality has not been a significant factor in our results of operations, although we cannot assure you that this will continue to be the case. European-based store sales have historically been weighted more heavily in the fourth quarter as compared to North American stores. In addition, for accounting purposes, the quarters of each fiscal year consist of 13 weeks, although we will have a 14-week quarter approximately once every six years. The 2008 fiscal fourth quarter had 14 weeks.

Our cash requirements are primarily for the opening of new stores, information systems, including Web site enhancements and maintenance and working capital. Historically, we have met these requirements through cash flow provided by operations, capital generated from the sale and issuance of our securities to private investors and through our initial public offering, and our revolving line of credit.

Operating Activities.Cash used in operating activities was $17.8 million for the twenty-six weeks ended July 3, 2010 as compared with $10.8 million for the twenty-six weeks ended July 4, 2009, ~~as compared with cash used in operating activities~~or an increase of ~~$20.1 million for the twenty-six weeks ended June 28, 2008, or a decrease of $9.3~~$7.0 million. Generally, changes in cash from operating activities are driven by changes in net income or loss and changes in operating assets and liabilities. In 2010, the use of cash resulting from the change in operating assets and liabilities increased as compared to the year ago period, primarily driven by increases in non-proprietary inventory partially offset by the changes in the timing of accounts payable and prepaid expenses. In 2009, the use of cash resulting from the change in operating assets and liabilities decreased as compared to the year ago period, primarily driven by decreases in accounts payable, due to lower overall costs. This decrease was partially offset by the decrease in net income as compared to 2008, which was primarily due to a decline in sales in the first half of fiscal 2009. In the 2008 period, the change in operating assets and liabilities was driven primarily by decreases in accounts payable and ~~offsetting decreases in inventory, primarily attributable to a lower volume of inventory purchases and more consistent flow of inventory purchases as compared~~accrued expenses, due to the ~~year ago period.~~Company’s overall cost reduction efforts.

Investing Activities.Cash used in investing activities was $6.4 million for the twenty-six weeks ended July 3, 2010 as compared to $4.1 million for the twenty-six weeks ended July 4, ~~2009 as compared to $17.7 million for the twenty-six weeks ended June 28, 2008.~~2009. Cash used in investing activities during the twenty-six weeks ended July ~~4, 2009~~3, 2010 primarily relates to investments in central office information technology systems, new store construction costs and the acquisition of trademarks and other intellectual property. Cash used in investing activities during the twenty-six weeks ended ~~June 28, 2008~~July 4, 2009 primarily relates to new store construction costs and additional investment in Ridemakerz.

Financing Activities. Cash used in financing activities was $3.2 million in the twenty-six weeks ended July 3, 2010 which consisted primarily of cash used for repurchases of the Company’s common stock. We had no cash flows from financing activities in the twenty-six weeks ended July 4, 2009. ~~Cash used in financing activities was $13.3 million in the twenty-six weeks ended June 28, 2008 which consisted primarily of cash used for repurchases of the Company’s common stock.~~ No borrowings were made under our line of credit in either the twenty-six weeks ended ~~June 28, 2008~~July 3, 2010 or ~~the twenty-six weeks ended June 30, 2007.~~July 4, 2009.

Capital Resources.As of July ~~4, 2009,~~3, 2010, we had a consolidated cash balance of ~~$30.7~~$31.2 million, over 60% of which was held in ~~both domestic and foreign financial institutions.~~the United Kingdom. We also have a line of credit, which we can use to finance capital expenditures and ~~seasonal~~ working capital needs throughout the year. The credit agreement is with U.S. Bank, National Association and was amended effective ~~August 11, 2008~~October 28, 2009. The bank line continues to ~~increase the~~provide availability of $40 million for the first half of the fiscal year ~~from $15 million to $40 million~~ and ~~the availability for the~~a seasonal overline ~~from $30 million to~~of $50 million. The seasonal overline is in effect from July 1 to December 31 each year. Borrowings under the credit agreement are secured by our assets and a pledge of 65% of our ownership interest in our foreign subsidiaries. The credit agreement expires on December 31, ~~2009~~2011 and contains various restrictions on indebtedness, liens, guarantees, redemptions, mergers, acquisitions or sale of assets, loans, transactions with affiliates, and investments. It also prohibits us from declaring dividends without the bank’s prior consent, unless such payment of dividends would not violate any terms of the credit agreement. Borrowings bear interest at ~~our option of prime minus 1.0% or~~ LIBOR plus ~~1.3%~~2.05%. Financial covenants include maintaining a minimum tangible net worth, maintaining a minimum fixed charge ~~cover~~coverage ratio (as defined in the credit agreement) and not exceeding a maximum funded

debt to earnings before interest, depreciation and amortization ratio. As of July ~~4, 2009:~~3, 2010: (i) we were in compliance with these ~~covenants,~~covenants; (ii) there were no borrowings under our line of ~~credit,~~credit; (iii) there was a standby letter of credit of approximately $1.1 million outstanding under the credit agreement and (iv) there was approximately $48.9 million available for borrowing under the line of credit.

Most of our retail stores are located within shopping malls and all are operated under leases classified as operating leases. Our leases in North America typically have a ten-year term and contain provisions for base rent plus percentage rent based on defined sales levels. Many of the leases contain a provision whereby either we or the landlord may terminate the lease after a certain time, typically in the third to fourth year of the lease, if a certain minimum sales volume is not achieved. In addition, some of these leases contain various restrictions relating to change of control of our company. Our leases also subject us to risks relating to compliance with changing mall rules and the exercise of discretion by our landlords on various matters, including rights of termination in some cases.

Our leases in the U.K. and Ireland typically have terms of 10-15 years and generally contain a provision whereby every fifth year the rental rate can be adjusted to reflect the current market rates. The leases typically provide the lessee with the first right for renewal at the end of the lease. We may also be required to make deposits and rent guarantees to secure new leases as we expand. Real estate taxes also change according to government time schedules to reflect current market rental rates for the locations we lease. Rents are charged quarterly and paid in advance.

Our French leases each have terms of 10 years. French leases for premier retail properties frequently have entry fees and/or key money payments required to be made in conjunction with signature of the leases. Such entry fees or key money payments may be recovered, in whole or in part, upon disposal of the leases. The leases typically provide the lessee with the first right for renewal at the end of the lease. Rent deposits consisting of three months rent are also required to be paid on execution of the leases. Rents are negotiated on a fixed basis, but are reviewed annually in relation to an inflation index and therefore also have a variable rent component. Rents are charged quarterly and paid in advance.

In fiscal ~~2009,~~2010, we expect to spend approximately $9$12 million to $15 million on capital expenditures. Capital spending through the twenty-six weeks ended July ~~4, 2009~~3, 2010 totaled ~~$3.8~~$6.4 million, on track with our full year plans. Capital spending in fiscal ~~2009~~2010 is primarily for the continued installation and upgrades of central office information technology systems, ~~continued investment in trademarks and intangible assets,~~ the opening of ~~one~~three new ~~store,~~stores and the relocation of one store and the cost to reformat certain Friends 2B Made locations to Build-A-Bear Workshop space. In fiscal 2008, the average investment per new store in North America, which includes leasehold improvements, fixtures, equipment and inventory, was approximately $0.4 million.store.

We believe that cash generated from operations and borrowings under our credit agreement will be sufficient to fund our working capital and other cash flow requirements for ~~at least~~ the ~~next 12 months. We intend to renew or replace our~~near future. Our credit agreement ~~which was originally entered into in 2000 and has been extended annually since then and currently~~ expires on December 31, ~~2009. Current capital market conditions could affect the renewal or replacement~~2011.

On February 20, 2007, we announced a $25 million share repurchase program of our ~~credit agreement.~~

outstanding common stock over the following twelve months. The program was authorized by our board of directors. On March 10, 2008, we announced an ~~expanded~~expansion of our share repurchase program to $50 million for an additional twelve months. On March 3, 2009, we announced a twelve month extension of our share repurchase program. On March 3, ~~2009,~~2010, we announced ~~an additional twelve month extension of this~~that our share repurchase ~~program.~~program had been extended to March 31, 2011. We currently ~~have the ability~~intend to purchase up to an aggregate of $50 million of our common stock in the open market (including through 10b5-1 ~~trading~~ plans), through privately negotiated transactions or through an accelerated repurchase transaction. The primary source of funding for the program is expected to be cash on hand. The timing and amount of share repurchases, if any, will depend on price, market conditions, applicable regulatory requirements, and other factors. The program ~~authorizes the Company to repurchase shares over the next 12 months,~~ does not require us to repurchase any specific number of shares and may be modified, suspended or terminated at any time without prior notice. Shares repurchased under the program will be subsequently retired. As

From the inception of our share repurchase program in 2007 through August ~~7, 2009,~~6, 2010, we have repurchased approximately ~~1.9~~2.4 million shares of our common stock at an average price of ~~$10.21~~$9.46 per share ~~have been repurchased under this program~~ for an aggregate amount of ~~$19.0~~$23.0 million.

~~The Company holds~~We hold a minority interest in Ridemakerz, which is accounted for under the equity method. ~~The Company~~We purchased a call option from a group of other Ridemakerz investors for $150,000 for 1.25 million Ridemakerz common units at an exercise price of $1.25 per unit. The call option was immediately exercisable and expires April 30, 2012. Simultaneously, ~~the Company~~we granted a put option to the same group of investors for 1.25 million common units at an exercise price of $0.50 per unit. The put option ~~became~~was exercisable on April 30, 2008 and expires on April 30, 2012. As of July ~~4, 2009,~~3, 2010, the book value of our investment in Ridemakerz ~~was approximately $7.6 million, which represented~~had been reduced to zero. We still retained an ownership interest of approximately 25%. Under the current agreements, ~~the Company~~we could own up to approximately ~~36%~~30% of fully diluted equity in Ridemakerz. ~~See Note 9 – Investment in Affiliate to the Condensed Consolidated Financial Statements for additional information.~~

The preparation of financial statements in conformity with U.S. GAAP requires the appropriate application of certain accounting policies, which require us to make estimates and assumptions about future events and their impact on amounts reported in our financial statements and related notes. Since future events and their impact cannot be determined with certainty, the actual results will inevitably differ from our estimates. Such differences could be material to the financial statements.

We believe application of accounting policies, and the estimates inherently required therein, are reasonable. These accounting policies and estimates, including those related to inventory, long-lived assets, goodwill and revenue recognition, are reevaluated on an ongoing basis, and adjustments are made when facts and circumstances dictate a change. Historically, we have found our application of accounting policies to be appropriate, and actual results have not differed materially from those determined using necessary estimates.

Our critical accounting policies and estimates are discussed in and should be read in conjunction with our annual report on Form 10-K, as filed with the SEC on March ~~19, 2009,~~18, 2010, which includes audited consolidated financial statements for our 2009, 2008 ~~2007~~ and ~~2006~~2007 fiscal years. There have been no material changes to the critical accounting policies and estimates disclosed in the ~~2008~~2009 Form 10-K.

There are no new accounting pronouncements for which adoption is expected to have a material effect on the Company’s financial statements in future accounting periods.

Our market risks relate primarily to changes in interest rates, and we bear this risk in two specific ways. First, our revolving credit facility carries a variable interest rate that is tied to market indices and, therefore, our results of operations and our cash flows can be impacted by changes in interest rates. Outstanding balances under our credit facility bear interest at ~~our option of prime minus 1.0% or~~ LIBOR plus ~~1.3%~~2.05%. We had no borrowings outstanding during the first half of fiscal ~~2009.~~2010. Accordingly, a 100 basis point change in interest rates would result in no material change to our annual interest expense. The second component of interest rate risk involves the short term investment of excess cash in short term, investment grade interest-bearing securities. These investments are considered to be cash equivalents and are shown that way on our balance sheet. If there are changes in interest rates, those changes would affect the investment income we earn on these investments and, therefore, impact our cash flows and results of operations.

We conduct operations in various countries, which expose us to changes in foreign exchange rates. The financial results of our foreign subsidiaries and franchisees may be materially impacted by exposure to fluctuating exchange rates. Reported sales, costs and expenses at our foreign subsidiaries, when translated into U.S. dollars for financial reporting purposes, can fluctuate due to exchange rate movement. While exchange rate fluctuations can have a material impact on reported revenues, costs and expenses, and earnings, this impact is principally the result of the translation effect and does not materially impact our short-term cash flows.

Although we enter into a significant amount of purchase obligations outside of the U.S., these obligations are settled primarily in U.S. dollars and, therefore, we believe we have only minimal exposure at present to foreign currency exchange risks for our purchase obligations. Historically, we have not hedged our currency risk and do not currently anticipate doing so in the future.

Disclosure Controls and Procedures: The Company’s management, with the participation of the Company’s Chief Executive Bear and Chief Operations and Financial Bear, has evaluated the effectiveness of the Company’s disclosure controls and procedures (as such term is defined in Rules 13a-15(e) and 15d-15(e) under the Securities Exchange Act of 1934, as amended (the ~~“Exchange Act”)~~Exchange Act)), as of the end of the period covered by this report. Based on such evaluation, the Company’s management, including the Chief Executive Bear and Chief Operations and Financial Bear, have concluded that the Company’s disclosure controls and procedures were effective as of July ~~4, 2009~~3, 2010 the end of the period covered by this quarterly report.

It should be noted that our management, including the Chief Executive Bear and the Chief Operations and Financial Bear, does not expect that the Company’s disclosure controls and procedures or internal controls will prevent all error and all fraud. A control system, no matter how well conceived or operated, can provide only reasonable, not absolute, assurance that the objectives of the control system are met. Further, the design of a control system must reflect the fact that there are resource constraints, and the benefits of controls must be considered relative to their costs. Because of the inherent limitations in all control systems, no evaluation of controls can provide absolute assurance that all control issues and instances of fraud, if any, within the Company have been detected. These inherent limitations include the realities that judgments in decision-making can be faulty, and that breakdowns can occur because of simple error or mistake. Additionally, controls can be circumvented by the individual acts of some persons, by collusion of two or more people, or by management override of the controls. The design of any system of controls is based in part upon certain assumptions about the likelihood of future events, and there can be no assurance that any design will succeed in achieving its stated goals under all potential future conditions; over time, controls may become inadequate because of changes in conditions, or the degree of compliance with the policies or procedures may deteriorate. Because of the inherent limitations in a cost-effective control system, misstatements due to error or fraud may occur and not be detected.

Changes in Internal Control Over Financial Reporting: The Company’s management, with the participation of the Company’s Chief Executive Bear and Chief Operations and Financial Bear, also conducted an evaluation of the Company’s internal control over financial reporting (as defined in Exchange Act Rules 13a-15(f) and 15d-15(f)) to determine whether any changes occurred during the period covered by this report that have materially affected, or are reasonably likely to materially affect, the Company’s internal control over financial reporting. Based on that evaluation, there has been no such change during the period covered by this report.

There have been no changes to our Risk Factors as disclosed in our Annual Report on Form 10-K for the year ended January ~~3, 2009 and our Quarterly Report on Form 10-Q for the quarter ended April 4, 2009~~2, 2010 as filed with the SEC on March ~~19, 2009 and May 14, 2009, respectively, except as follows.:~~18, 2010.

~~The global economic crisis could have a material adverse effect on our liquidity and capital resources.~~

Over the past year, the general economic and capital market conditions in the United States and other parts of the world have deteriorated significantly. These conditions have adversely affected borrowers’ access to capital and increased the cost of capital. Although we believe that our capital structure and credit facilities will provide sufficient liquidity, there can be no assurance that our liquidity will not be affected by these changes in the capital markets or that our capital resources will at all times be sufficient to satisfy our liquidity needs. These capital market conditions may affect the renewal or replacement of our credit agreement, which was originally entered into in 2000 and has been extended annually since then and currently expires December 31, 2009.

~~At our annual meeting of stockholders held on May 14, 2009, the following matters were submitted to a vote of the stockholders:~~

~~The election of the Class II Directors identified below to the Board of Directors of the Company to serve until 2012 or until their successors are elected and qualified. The final voting results were:~~

~~The approval of the Build-A-Bear Workshop, Inc. Second Amended and Restated 2004 Stock Incentive Plan. The final voting results were:~~

~~The ratification of KPMG LLP as the Company’s independent registered public accounting firm for fiscal 2009. The final voting results were:~~

All matters voted on at the annual meeting were approved. In addition to the directors elected at the annual meeting, James M. Gould, Joan Ryan, Maxine Clark, Mary Lou Fiala and Louis Mucci continue to serve as directors. Mr. Gould and Ms. Ryan serve as Class III directors and their terms will expire at the 2010 annual meeting. Ms. Clark, Ms. Fiala and Mr. Mucci serve as Class I directors and their terms will expire at the 2011 annual meeting.

~~Mr. Ebsworth agreed to continue to serve the Company as Board Member Emeritus effective after the 2006 annual meeting.~~

The following is a list of exhibits filed as a part of the quarterly report on Form 10-Q:


~~Exhibit No.~~		~~Description~~

4.4		Amended and Restated Registration Rights Agreement, dated September 21, 2001 by and among Registrant and certain stockholders named therein (incorporated by reference from Exhibit 4.5 to our Registration Statement on Form S-1, filed on August 12, 2004, Registration No. 333-118142)

31.1		Rule 13a-14(a)/15d-14(a) certification (pursuant to Section 302 of the Sarbanes-Oxley Act of 2002, executed by the Chief Executive Bear)

31.2		Rule 13a-14(a)/15d-14(a) certification (pursuant to Section 302 of the Sarbanes-Oxley Act of 2002, executed by the Chief Financial Bear)

32.1		Section 1350 Certification (pursuant to Section 906 of the Sarbanes-Oxley Act of 2002, executed by the Chief Executive Bear)

32.2		Section 1350 Certification (pursuant to Section 906 of the Sarbanes-Oxley Act of 2002, executed by the Chief Financial Bear)

Pursuant to the requirements of the Securities Exchange Act of 1934, the registrant has duly caused this report to be signed on its behalf by the undersigned thereunto duly authorized.


BUILD-A-BEAR WORKSHOP, INC.
(Registrant)

By:		/s/ Maxine Clark
		Maxine Clark
		Chairman of the Board and Chief Executive Bear

By:		/s/ Tina Klocke
		Tina Klocke
		Chief Operations and Financial Bear, Treasurer and Secretary


Large accelerated filer ¨	~~Accelerated filer~~ x	Accelerated filerx

Non-accelerated filer ¨		Smaller reporting company ¨
(Do not check if a smaller reporting company)


			Page

	Part I Financial Information

	Item 1.	Financial Statements (Unaudited)
		Consolidated Balance Sheets	3
		Consolidated Statements of Operations	4
		Consolidated Statements of Cash Flows	5
		Notes to Consolidated Financial Statements	6

	Item 2.	Management’s Discussion and Analysis of Financial Condition and Results of Operations	1211

	Item 3.	Quantitative and Qualitative Disclosures About Market Risk	2120

	Item 4.	Controls and Procedures	2120

	Part II Other Information

	Item 1A.	Risk Factors	2221
	Item 2.	Unregistered Sales of Equity Securities and Use of Proceeds	2221
~~Item 4.~~	~~Submission of Matters to a Vote of Security Holders~~	23
Item 6.	Exhibits	2322

	Signatures		2523


	July 3, 2010		January 2, 2010
Prepaid rent	$	7,963	$	8,334
Prepaid income taxes		4,579		6,600
Other		4,828		4,395

	$	17,370	$	19,329


Balance as of January 3, 2009	$	30,480
Effect of foreign currency translation		3,708

Balance as of July 4, 2009	$	34,188


Balance as of January 2, 2010	$	33,780
Effect of foreign currency translation		(2,038	)

Balance as of July 3, 2010	$	31,742


Period	(a) Total Number of Shares (or Units) Purchased	(b) Average Price Paid Per Share (or Unit)		(c) Total Number of Shares (or Units) Purchased as Part of Publicly Announced Plans or Programs (2)	(d) Maximum Number (or Approximate Dollar Value) of Shares (or Units) the May Yet Be Purchased Under the Plan or Program
Apr. 5, 2009 – May 2, 2009 (1)	114	$	7.02	—	$	30,987,972
May 3, 2009 – May 30, 2009 (1)	—	$	—	—	$	30,987,972
May 31, 2009 – Jul. 4, 2009 (1)	428	$	4.61	—	$	30,987,972

Total	542	$	5.12	—	$	30,987,972


Election of Class II Directors	For	Withheld
Coleman Peterson	16,577,699	1,365,149
William Reisler	16,606,417	1,336,431
Katherine Savitt	16,586,062	1,356,786


Exhibit No.		Description

2.1		Agreement and Plan of Merger dated April 3, 2000 between Build-A-Bear Workshop, L.L.C. and the Registrant (incorporated by reference from Exhibit 2.1 to our Registration Statement on Form S-1, filed on August 12, 2004, Registration No. 333-118142)

3.1		Third Amended and Restated Certificate of Incorporation (incorporated by reference from Exhibit 3.1 of our Current Report on Form 8-K, filed on November 11, 2004)

3.2		Amended and Restated Bylaws (incorporated by reference from Exhibit 3.4 to our Registration Statement on Form S-1, filed on August 12, 2004, Registration No. 333-118142)

4.1		Specimen Stock Certificate (incorporated by reference from Exhibit 4.1 to Amendment No. 3 to our Registration Statement on Form S-1, filed on October 1, 2004, Registration No. 333-118142)

4.2		Stock Purchase Agreement by and among the Registrant, Catterton Partners IV, L.P., Catterton Partners IV Offshore, L.P. and Catterton Partners IV Special Purpose, L.P. and the Purchasers named therein dated as of April 3, 2000 (incorporated by reference from Exhibit 4.2 to our Registration Statement on Form S-1, filed on August 12, 2004, Registration No. 333-118142)

4.3		Stock Purchase Agreement by and among the Registrant and the other Purchasers named therein dated as of September 21, 2001 (incorporated by reference from Exhibit 4.3 to our Registration Statement on Form S-1, filed on August 12, 2004, Registration No. 333-118142)


For	Against	Abstain
12,492,075	689,485	189,027