I usually check mall stores out weekday afternoons. Sure enough, BBW is usually the busiest one around.
Get over this idee fixe about a fad that ended. There was NEVER a bear-building fad among kids. Plush animals are a long-term toy interest. BBW has a nice take on serving it.
What's gone wrong? Investors focus too much on same-store sales, a useful metric but only one of many. The company spent too much on the NYC flagship store. They made some boneheaded supply decisions that turned opportunities into scowling matches with customers. They took forever to figure out what to do about boys (mostly forget about them) and about broadening the age-range among girls (ditto).
The merchandising issues seem to be understood better now. More old stores will dilute the effect of new-store-pop on comps, and illustrate the virtues of metrics other than SSS. While broadening the market would have been nice, at least giving up on it allows smaller, less costly stores going forward. And at least the NYC flagship is a mistake that's unlikely to be repeated.